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Specialty Advertising in Marketing
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Amazon.com Product Description (ISBN 0870940023, Hardcover)Specialty advertising, long considered to be a miscellaneous type of promotion, has come into its own as an important segment of the advertising picture. In their book, Herpel and Collins examine the role of specialty advertising as part of the total promotional effort and provide much background material in the form of a history of the industry. Short case examples are used to illustrate the general applications of specialty advertising merchandising, specific uses of the items found in the industry, and the spectrum of unusual problems the industry is helping to solve. Several chapters of the book are devoted to the behavioral sciences as related to specialty advertising and the environmental forces surrounding the industry. The authors also provide a penetrating "look ahead" for the industry. This is a basic reference work for all who are engaged in the buying or creating of effective promotional campaigns.
(retrieved from Amazon Mon, 12 Dec 2016 00:45:19 -0500)
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