Advertising and Sales Strategy

Author: Triess
Publisher:
Publish Date: 2001-09-01
Features: Advertising and sales promotion are important components of the marketing mix. The focus of this book is on the analysis and research of these two strategies. Although the title does not use this professional term, the content of the book is still guided by professional terminology. The book describes the current state of this field and the background of its creation; it covers communication, which is the core objective of advertising; discusses the concept, principles, and strategies of sales promotion; and explains how to use advertising and sales promotion to develop marketing strategies. Promotion, primarily including advertising and sales promotion, is a crucial commercial function for businesses to vigorously promote products to consumers and communicate with them. Promotion is a comprehensive discipline that involves marketing, economics, psychology, anthropology, and business research. It is also a dynamic field. To compete with rivals in the fierce market, more and more businesses are continuously employing innovative and engaging methods to develop new promotional techniques. The purpose of this book is to explore how to comprehensively utilize all aspects of promotion. This book is the crystallization of my six years of teaching the "Advertising and Sales Promotion" course at the University of Southern California. There are many good books on promotion available on the market. However, in my opinion, they all lack the important characteristics of a textbook for such a course. First, a good book should be rooted in practical research in a specific field, while many books merely provide students with a simple outline. A book should make it easy for business managers to understand and use it to develop successful strategies. For this reason, a good textbook should include numerous relevant cases; analyze creative strategies and combine them with practical reviews. Many advertising books are rich in cases but lack theoretical depth. As a result, they appear too superficial for advanced-level students. This book is rigorous in theory and rich in cases, offering high practical value in strategic design, making it an excellent book that fills a market gap.