Advertising is the most visible activity of an organization which stares us in the face wherever we are. It is a complex though delightfully interesting, subject which is part of a science, part of an art. This book deals with the nuts and bolts of the subject.
Promotion goes beyond advertising, Personal selling, public relations and sales promotion are all part of promotion. Each has its place and significance. All these have been treated adequately in this book.
This book is a useful companion for these who study or practice promotion management or communication management.
Contents :
1. Basic Concepts of Promotion and Communication
2. Fundamentals of Advertising
3. Advertising as a Career
4. Advertising Research
5. Marketing and Advertising Planning
6. Advertising Agency
7. Market Analysis: Segmentation and Targeting
8. Creativity, Creative Strategy and Copywriting including Digital Copies
9. Art Direction
10. Media Planning and Programmatic Buying
11. Print Media
12. Electronic Media: TV — The New Golden Goose
13. Electronic Media: Radio
14. Outdoor and Transit Media
15. Digital Media
16. Advertising Regulation
17. Word-of-Mouth Advertising
18. Direct Marketing and E-commerce
19. Sales Promotion
20. Public Relations
21. Nature and Scope of Sales Management
22. Sales Management, Personal Selling and Salesmanship
23. Personal Selling Objectives
24. Personal Selling Strategy
25. The Job of a Sales Manager
26. Sales Organisation
27. Personnel Management in the Selling Field
28. Recruiting Sales Personnel
29. Selecting Sales Personnel
30. Sales Training
31. Execution and Evaluation of Sales Training Programmes
32. Motivation and Morale of Salespersons
33. Compensating Salespersons
34. Management of Sales Expenses
35. Sales Meetings and Sales Contests
36. Controlling Salespeople — Evaluation and Supervision
37. Sales Budget
38. Sales Quotas
39. Sales Territories
40. Sales Control and Cost Analysis