Advertising and sales promotion /
Ken Kaser
- Philippine Edition
- Singapore, Cengage Learning Asia Pte Ltd,, 2013.
- xix, 461 pages illustrations ; 26 cm.
Includes index.
What is advertising? -- Consumer behavior -- The basics of marketing -- Product and price planning -- Distribution planning -- Promotion planning -- Advertising media -- Effective advertising and sales promotion -- Communicating effective advertising and promotional messages -- Management of effective advertising -- Consumer-oriented advertising and sales promotion -- The economics of advertising -- Legal and ethical issues affecting advertising -- Advertising in a multicultural market -- Planning your future in advertising