TY  - BOOK
AU  - Diamond, Jay
TI  - Retail Advertising and Promotion
SN  - 9781563678981
U1  - 659.1314 
PY  - 2011///
CY  - New York
PB  - Fairchild Books
KW  - Sales promotion - Advertising
N1  - Part I. Introduction to advertising.
1.	The impact of advertising on the retail industry
2.	Ethics and social responsibility in today's advertising arena
Part II. Planning the advertising program. 
3.	Pre-planning : researching the target markets
4.	Targeting the multicultural markets
5.	Planning and budgeting strategies
6.	In-house and external resources for retail advertising development
Part III. The advertising media
7.	Newspapers
8.	Magazines
9.	Television and radio
10.	Direct marketing : the internet, social networking, and direct mail
11.	Outdoor advertising
Part IV. Creating the advertising. 
12.	Print media --
13.	Broadcast media
Part V. Promotional tools used by retailers. 
14.	Special events
15.	Visual merchandising 
16.	Public relations : promoting and advancing the retailer's image
Part VI. Putting it together. 
17.	Dovetailing the advertising and promotional tools
ER  -