Promotion in the merchandising environment 3rd ed.

Author

• Swanson, Kristen K.

Additional Author(s)

-

Publisher

New York: Fairchild Books, 2016

Language

English

ISBN

9781628921571

Series

Subject(s)

• FASHION MERCHANDISING

Notes

. . Index: p. 409-417

Abstract

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.

Physical Dimension

Number of Page(s)

xiii, 417 p.

Dimension

28 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Promotion: a global perspective --
Consumer behavior --
Promotion organizations --
Planning --
Budget --
Promotional aspects of forecasting --
Advertising and the creative process --
Print media --
Broadcast media --
Direct marketing --
Sales promotion --
Publicity and public relations --
Personal selling --
Special events --
Fashion shows --
Visual merchandising --
Measuring promotional effectiveness --
Social impact and ethical concerns.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	01644/17	658.8 Swa P	Library - 7th Floor	Available