Advertising & promotion management

Advertising & promotion management

by Paul Farris

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About
Rather than recommend specific methods to use in advertising and promotion management, this book intends to communicate general decision frameworks to assist managers in supervising and planning. The first half of the book is devoted to advertising management and the second half concentrates on the management of consumer and trade promotions.

Discussion questions for Advertising & promotion management

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  1. 1

    How does the book's emphasis on general decision frameworks rather than specific tactics change the way you view everyday advertisements you encounter?

  2. 2

    In your own career or personal projects, how do you balance the temptation to use trendy marketing tactics with the need for a solid, long-term strategic framework?

  3. 3

    Farris divides the book evenly between advertising and promotions; based on your own consumer habits, which of these two areas do you find more psychologically manipulative or effective on you personally?

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