Advertising and Sales Promotion (1st Edition)

Description:

Master the art of persuasion and brand growth. Advertising and Sales Promotion is an essential resource for South African students who want to understand how to build powerful brands through effective communication. This book bridges the gap between creative advertising and the tactical world of sales promotion, providing a comprehensive look at how these two pillars work together within a modern Integrated Marketing Communications (IMC) strategy.

Why this Textbook is a Marketing “Must-Have”:

• Local Relevance: Unlike international texts, this book uses South African case studies and insights into local consumer behavior.

• The IMC Framework: Teaches you how to align advertising, sales promotion, public relations, and direct marketing for a consistent brand message.

• Creative vs. Strategy: Explains both the creative process (copywriting and design) and the strategic side (media planning and budgeting).

• Digital Focus: Covers the transition from traditional media to digital and social media advertising.

Key Topics Covered:

• • The Advertising Agency: Understanding the roles of account managers, creatives, and media buyers.

  • Consumer Motivation: Why people buy and how advertising triggers those psychological needs.

  • Sales Promotion Techniques: A deep dive into “pull” strategies (coupons, contests, loyalty programs) and “push” strategies (trade allowances).

  • Media Selection: How to choose between TV, radio, print, and digital platforms to reach your target audience.

  • Campaign Evaluation: Methods for measuring the success and ROI of your marketing efforts.

Key Specifications:

• ISBN-13: 9781485102199

• Authors: H.B. Klopper and E. North

• Publisher: Juta and Company Ltd

• Edition: 1st Edition

• Format: Physical Softcover

Condition Note: This textbook is in very good condition.