Retail Advertising and Promotion explores how today s retailers can effectively reachtheir existing consumer base, attract new shoppers to their companies, and turn thoseshoppers into customers. The book provides an overview of advertising and promotionas they relate to retailing, including historical perspectives, ethics, regulations, and currenttrends. Covering all forms of advertising media from newspapers and magazines totelevision and radio, outdoor advertising, and the Internet it features practical informationon planning and budgeting, as well as how to work with advertising agencies. Thebook discusses promotional tools available to retailers, including special events, visualmerchandising, and public relations. This is not be a book on how to make advertising;rather, it focuses on the information that retailing students need to know in order tocoordinate these endeavors to improve their business.