12
Contents
35
Verbal and Nonverbal
Communication
454
What Happens to Messages? 455
Verbal Tools 457
What Is Nonverbal
Communication? 459
Nonverbal Tools 460
Nonverbal Communication and
Products 463
36
Promotion Is
Communication
468
Promotion Is Marketing
Communication 469
Personal Promotion 473
Nonpersonal Promotion 474
The Marketing Concept and
Promotion 481
Integrated Marketing
Communications 481
37
The Promotional Mix
485
What Is a Promotional Mix? 485
AIDA: The Basic Promotional
Strategy 486
Promotional Strategies 490
Customer Relationship
Management 493
Types of Promotional Campaigns 494
Developing a Successful
Campaign 497
38
Advertising 500
What Is Advertising? 501
Advertising Media 503
The Tools of Advertising 507
Creating a Print Ad 507
Erica Enders—
Stock Car Racing Professional 513
39
The Advertising Plan
517
Selection of Media 517
Factors to Consider 518
The Effectiveness of Advertising 522
Advertising and Society 523
40
Visual Merchandising
530
What Is Visual Merchandising? 531
Store Image 532
Merchandise Presentation 534
Displays 535
Design and Visual Merchandising 539
41
Promotion on the Internet
545
Types of Promotion on the Internet 546
Elements of Promotion Online 551
The Web Site 554
Online Strategies 554
Part Eight
Selling Dynamics
How can you sell products
effectively?
42
What Is Selling?
562
What Is Personal Selling? 563
Where Do Salespeople Work? 563
What Do Salespeople Do? 567
The Sales Process 568
Is There a Career for You in Sales? 569
Cameron Johnson—
Entrepreneur Extraordinaire 572
43
The Sales Process:
Approach
576
Preapproach 576
Approach 578
Determine Needs 580