Description

This book introduces innovative concept-building approaches to advertising and personal selling, focusing on the strategic development of advertising campaigns and effective sales techniques. It covers the fundamental principles of advertising, including audience segmentation, brand positioning, and message development, as well as the creative process behind designing impactful advertisements. The book also explores personal selling strategies, emphasizing the importance of relationship-building, customer psychology, and effective communication in the sales process. With a focus on concept-driven strategies, the book guides readers on how to create compelling narratives that resonate with consumers and drive business growth. Through case studies and practical insights, it provides a comprehensive understanding of how advertising and personal selling can work together to strengthen a brand’s presence in the marketplace. Ideal for marketing students, sales professionals, and advertisers, this book serves as a valuable resource for mastering the art of effective communication in both advertising and personal selling.