Promotion In The Merchandising Environment 1st edition by Kristen Swanson, Judith Everett – Ebook PDF Instant Download/Delivery: 1628921571, 9781628921571
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ISBN 10: 1628921571
ISBN 13: 9781628921571
Author: Kristen Swanson, Judith Everett
With the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media-print ads, radio or TV commercials-must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products
Promotion In The Merchandising Environment 1st Table of contents:
Preface
Acknowledgements
Part I. Introduction to Promotion
1. What is Promotion?
2. Consumer Behavior
3. The Creative Process in Promotion
4. Fashion Forecasting
Part II. Promotion Preparation
5. Promotion Organization
6. Promotion Planning and Budgeting
Part III. Media
7. Traditional Media
8. Digital Media
Part IV. Promotion Mix
9. Advertising
10. Direct Marketing and Sales Promotion
11. Public Relations
12. Personal Selling
13. Fashion Shows and Special Events
14. Visual Merchandising
Glossary
Index
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Kristen Swanson,Judith Everett,Merchandising Environment