| 000 -LEADER |
|---|
| fixed length control field |
02112nam a2200241 4500 |
| 001 - CONTROL NUMBER |
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| control field |
vtls001823260 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
MY-SjTCS |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20200226121251.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
110218t1999 nju 001 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0139619135 (pbk.) |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] |
|---|
| Level of rules in bibliographic description |
201909031214 |
| Level of effort used to assign nonsubject heading access points |
ummi |
| Level of effort used to assign subject headings |
201102181255 |
| Level of effort used to assign classification |
VLOAD |
| -- |
200407271912 |
| -- |
VLOAD |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Item number |
RUS |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Russell, J. Thomas, |
| Dates associated with a name |
1941- |
| 9 (RLIN) |
10823 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Kleppner's advertising procedure / |
| Statement of responsibility, etc. |
J. Thomas Russell, W. Ronald Lane |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
14th ed., Int ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Upper Saddle River, N.J. : |
| Name of publisher, distributor, etc. |
Prentice Hall, |
| Date of publication, distribution, etc. |
c1999 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xviii, 716 p. ; |
| Dimensions |
28 cm. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Preface. - Instructor support material. - Acknowledgments. - About the authors. - Pt. I. The place of advertising. Ch. 1. Background of today's advertising. Ch. 2. Roles of advertising. - Pt. II. Planning the advertising. Ch. 3. The advertising spiral and brand planning. Ch. 4. Target marketing. - Pt. III. Managing the advertising. Ch. 5. The advertising agency, media services, and other services. Ch. 6. The advertiser's marketing / advertising operation. - Pt. IV. Media. Ch. 7. Basic media strategy. Ch. 8. Using television. Ch. 9. Using radio. Ch. 10. Using newspapers. Ch. 11. Using magazines. Ch. 12. Out-of-home advertising. Ch. 13. Direct-response and direct-mail advertising. Ch. 14. Sales promotion. - Pt. V. Creating the advertising. Ch. 15. Research in advertising. Ch. 16. Creating the copy. Ch. 17. The total concept : words and visuals. Ch. 18. Print production. Ch. 19. The television commercial. Ch. 20. The radio commercial. 21. Trademarks and packaging. 22. The complete campaign. - Pt. VI. Other environments of advertising. Ch. 22. Retail advertising. Ch. 23. International advertising. Ch. 25. Legal and other restraints on advertising. Ch. 26. Economic and social effects of advertising. - Glossary. - Index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Lane, W. Ronald, |
| Dates associated with a name |
1940- |
| Relator term |
(j.a.) |
| 9 (RLIN) |
10824 |
| 920 ## - Programme |
|---|
| Programme |
GEN : 101463 |
| 921 ## - Programme |
|---|
| Programme |
MCS(USM) : 201405, 201406, 201407 |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) |
|---|
| Koha biblionumber |
179820 |
| Koha biblioitemnumber |
179820 |
| 952 ## - LOCATION AND ITEM INFORMATION (KOHA) |
|---|
| -- |
3703:20081230 |
