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Fashion Advertising and Promotion

by: Diamond, Jay; Diamond, Ellen

Fashion Advertising and Promotion

by: Diamond, Jay; Diamond, Ellen

ISBN 13:
9780827356269
ISBN 10:
0827356269
Format: Hardcover
Copyright: 01/01/1996
Publisher: Cengage Learning

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Summary

Explore the specialized advertising and promotion methods used by fashion designers and manufacturers, retailers, materials processors, resident buying offices, fashion forecasters trade associations, expositions and more by using this text. It includes all of the print and broadcast media used in advertising, and the special promotions and events that are employed in the fashion industry.

Preface
The Spectrum of Advertising and Promotion	p. 1
The Industry's Background and Purpose	p. 3
The Advertisers and Promoters of Fashion	p. 33
Planning, Advertising, and Promotion	p. 61
Research: Planning and Evaluation	p. 63
Advertising Agencies and Promotional Services	p. 87
Advertising Media and the Fashion Segment They Serve	p. 109
Magazines	p. 111
Newspapers	p. 141
Television and Radio	p. 165
Direct Advertising	p. 189
Outdoor and Transit Advertising	p. 211
Creating Fashion Advertisements	p. 231
The Copy, Illustrations, and Layout	p. 233
Production: The Print and Broadcast Media	p. 261
Fashion Promotion Presentations and Techniques	p. 283
Fashion Shows	p. 285
Special Events	p. 317
Fashion Videos	p. 345
Publicity: Obtaining Editorial Coverage	p. 365
Promoting Fashion Through Visual Merchandising	p. 389
Glossary	p. 421
Index	p. 429
Table of Contents provided by Blackwell. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

Fashion Advertising and Promotion

Fashion Advertising and Promotion

9780827356269

0827356269

Summary

Table of Contents

Supplemental Materials

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