Advertising and sales promotion strategy Book

Pt. I	Introduction to Advertising and Sales Promotion	1
1	Evolution of Advertising and Sales Promotion as Strategic Decisions	3
2	The Regulatory Environment of Promotion	34
3	Advertising Agencies and the Creative Process	61
Pt. II	Communication Strategy	97
4	Introduction to Persuasion	99
5	How to Win and Hold Consumers' Attention	119
6	Persuasion with Information and Argument	136
7	Persuasion with Emotion: Use of Drama, Humor and Music	157
8	Persuasion Using Endorsers	184
Pt. III	Sales Promotion Strategy	209
9	Overview of Sales Promotions	211
10	Retail Promotions	233
11	Trade Promotions	251
12	Consumer Promotions	272
Pt. IV	Planning Advertising and Sales Promotion	297
13	Setting Goals for Advertising and Sales Promotion	299
14	Testing the Effectiveness of Advertising	311
15	Planning Mass Media	344
16	Planning Direct Media	376
17	Budgeting: Setting the Level and Timing of Promotion Expenditures	394
18	Integrated Advertising and Sales Promotion Strategy	413
	Glossary	437
	Company Index	455
	Name Index	461
	Subject Index	467