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This book spells out the tried and tested methods that companies use to stay ahead in the sales promotion race. It details the offers that win new customers and keep existing ones buying. This book amounts to a DIY sales promotion kit.
Retail Advertising promotes local companies and merchandisers' goods and services. This book is a complete guide for Retail Advertising, sales promotion, direct marketing, ROI of Sales promotion.
Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress of Indian Advertising in this changed scenario, a third edition of the book "Advertising and Sales Promotion" has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references.Following are the highlights of this edition: Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written; text on Brand Personality and Image has been updated; New Appendices have been added at the end of Part -I and Part - IV, respectively; some new Boxes with insightful contents have been added; and some of the old exhibits have been replaced with the new ones.The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading.
Advertising, sales promotion today has become the pillars of marketing success. Most of marketer’s effort evolves round performing these activities. Hence the clear and thorough understanding of these entire element has become a pre requisite of success for marketers. Keeping in mind the above perspective an idea of designing a comprehensive book came in our mind 5 years ago. After discussing from the academicians and practitioners of the industry, we planned the book named ‘Advertising and Sales promotion’. This book specifically written for students of MBA 3RD SEMESTER Rajasthan Technical University. However it will also prove useful for the students of other universities. In the preparation of this text we have consulted various renowned authors and other publications for information on subtle issues. We are highly thankful to them. I shall be failing our duty if we do not appreciate the contribution of our family members for their encouragement and continued support in completing the text. We are highly thankful to “Vandana Publications”, who took a lot of interest in publishing this text with great interest and enthusiasm. We are highly rewarded if this book fulfills the expectation of students and various interest groups. We invite suggestions for the improvement in the text from the students, learned teachers and marketing practitioners so as to make it more useful in years to come.