| 000 -LEADER |
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03578nam a2200337 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
vtls002152160 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
MY-SjTCS |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20200226121232.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
110218s2002 maua 000 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0071122931 (Int.ed.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0072415444 |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] |
|---|
| Level of rules in bibliographic description |
201204231207 |
| Level of effort used to assign nonsubject heading access points |
wilmina |
| Level of effort used to assign subject headings |
201204231143 |
| Level of effort used to assign classification |
wilmina |
| Level of effort used to assign subject headings |
201102181231 |
| Level of effort used to assign classification |
VLOAD |
| Level of effort used to assign subject headings |
201102181220 |
| Level of effort used to assign classification |
VLOAD |
| -- |
200407271926 |
| -- |
VLOAD |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Item number |
ARE |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, William F. |
| 9 (RLIN) |
7157 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Contemporary advertising / |
| Statement of responsibility, etc. |
William F. Arens. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
8th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Boston, Mass. : |
| Name of publisher, distributor, etc. |
McGraw-Hill, |
| Date of publication, distribution, etc. |
c2002. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxii, 614 p. : |
| Other physical details |
ill. (some col.) ; |
| Dimensions |
29 cm. + |
| Accompanying material |
2 electronic optical discs (CD-ROM) (4 3/4 in.) + 1 instructor's manual (xii, 325 p. ; 28 cm.) + 1 test bank (570 p. ; 28 cm.) |
| 490 0# - SERIES STATEMENT |
|---|
| Series statement |
The McGraw-Hill/Irwin series in marketing |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Pt. One. Advertising Perspectives. 1. The Dimensions of Advertising. 2. The Economic, Social, and Regulatory Aspects of Advertising. 3. The Scope of Advertising: From Local to Global. - Pt. Two. Crafting Marketing and Advertising Strategies. 4. Marketing and Consumer Behavior: The Foundations of Advertising. 5. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy. 6. Research: Gathering Information for Advertising Planning. 7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC. 8. Planning Media Strategy: Finding Links to the Market. - Pt. Three. Integrating Advertising with Other Elements of the Communications Mix. 9. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion. 10. Relationship Building: Public Relations, Sponsorahip, and Corporate Advertising. - Pt. Four. Creating Advertisement and Commercials. 11. Creative Strategy and the Creative Process. 12. Creative Execution: Art and Copy. 13. Producing Ads for Print, Electronic, and Digital Media. - Pt. Five. Using Advertising Media. 14. Using Print Media. 15. Using Electronic Media: Television and Radio. 16. Using Digital Interactive Media and Direct Mail. 17. Using Out-of-Home, Exhibitive, and Supplementary Media. - Epilogue Re-Positioning a Brand: MasterCard's "Priceless" Campaign. - Appendix A Marketing Plan Outline. - Appendix B Advertising Plan Outline. -Important Terms. - End Notes. - Credits and Acknowledgments. - Name Index. - Company and Brand Index. - Subject Index. |
| 525 ## - SUPPLEMENT NOTE |
|---|
| Supplement note |
1 electronic optical disc (CD-ROM) : Instructor's resource CD-ROM to accompany Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451750 |
| 525 ## - SUPPLEMENT NOTE |
|---|
| Supplement note |
1 electronic optical disc (CD-ROM) : Student CD-ROM for use with Contemporary advertising. Eighth edition [by] Arens. ISBN 0072451769 |
| 525 ## - SUPPLEMENT NOTE |
|---|
| Supplement note |
1 Instructor's manual to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by William F. Arens, Deborah Lumay, Christine Okura. ISBN 007245170X |
| 525 ## - SUPPLEMENT NOTE |
|---|
| Supplement note |
1 Test bank to accompany Contemporary advertising. Eighth edition, William F. Arens, prepared by Thomas K. Pritchett & Betty M. Pritchett. ISBN 0072508671 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 740 0# - ADDED ENTRY--UNCONTROLLED RELATED/ANALYTICAL TITLE |
|---|
| Uncontrolled related/analytical title |
Instructor's manual to accompany Contemporary advertising. Eighth edition |
| 740 0# - ADDED ENTRY--UNCONTROLLED RELATED/ANALYTICAL TITLE |
|---|
| Uncontrolled related/analytical title |
Instructor's resource CD-ROM to accompany Contemporary advertising. Eighth edition |
| 740 0# - ADDED ENTRY--UNCONTROLLED RELATED/ANALYTICAL TITLE |
|---|
| Uncontrolled related/analytical title |
Student CD-ROM for use with Contemporary advertising. Eighth edition |
| 740 0# - ADDED ENTRY--UNCONTROLLED RELATED/ANALYTICAL TITLE |
|---|
| Uncontrolled related/analytical title |
Test bank to accompany Contemporary advertising. Eighth edition |
| 920 ## - Programme |
|---|
| Programme |
SOC : 200685, 200686, 200739, 200975, 200976, 200977, 201230, 201231, CD200005, CD200006, CD200011, CD20033, CD20034, CD20035, CD200055 |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) |
|---|
| Koha biblionumber |
179182 |
| Koha biblioitemnumber |
179182 |
