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Table of Contents
1.1.The Impact of Advertising on the Retail Industry
1.2.Ethics and Social Responsibility in Today's Advertising Arena
2. Planning the Advertising Program
2.1.Pre-planning: Researching the Target Markets
2.2.Targeting the Multicultural Markets
2.3.Planning and Budgeting Strategies
2.4.In-house and External Resources for Advertising Development
3. The Advertising Media
3.3.Television and Radio
3.4.Direct Marketing: The Internet, Social Networking and Direct Mail
4. Creating the Advertising
5. Promotional Tools Used by Retailers
5.3.Public Relations: Promoting and Advancing the Retailer's Image