Includes index.

Introduction to advertising. The impact of advertising on the retail industry -- Ethics and social responsibility in today's advertising arena -- Planning the advertising program. Pre-planning : researching the target markets -- Targeting the multicultural markets -- Planning and budgeting strategies -- In-house and external resources for retail advertising development -- The advertising media. Newspapers -- Magazines -- Television and radio -- Direct marketing : the internet, social networking, and direct mail -- Outdoor advertising -- Creating the advertising. Print media -- Broadcast media -- Promotional tools used by retailers. Special events -- Visual merchandising -- Public relations : promoting and advancing the retailer's image -- Putting it together. Dovetailing the advertising and promotional tools.