| 000 -LEADER |
|---|
| fixed length control field |
02170cam a2200241 a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
vtls003031747 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
MY-SjTCS |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200306163814.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
110218s2007 mauab b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0073136662 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780073136660 |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] |
|---|
| Level of rules in bibliographic description |
201204231227 |
| Level of effort used to assign nonsubject heading access points |
wilmina |
| Level of effort used to assign subject headings |
201102181235 |
| Level of effort used to assign classification |
VLOAD |
| Level of effort used to assign subject headings |
200809301532 |
| Level of effort used to assign classification |
carolineson |
| Level of effort used to assign subject headings |
200809301530 |
| Level of effort used to assign classification |
carolineson |
| -- |
200611091457 |
| -- |
fadilah |
| 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 |
Essentials of contemporary advertising / |
| Statement of responsibility, etc. |
William F. Arens, David H. Schaefer. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Boston : |
| Name of publisher, distributor, etc. |
McGraw-Hill Irwin, |
| Date of publication, distribution, etc. |
c2007. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxviii, 558 p. : |
| Other physical details |
ill. (chiefly col.), map ; |
| Dimensions |
28 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (p. 506-521) and indexes. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 1: An introduction to advertising - Chapter One: Advertising today and how we got here - Chapter Two: The economic, social and regulatory aspects of advertising - Chapter Three : The advertising Industry - Part 2: Understanding the target audience - Chapter Four: Segmentation, targeting and the marketing mix - Chapter Five: Communication and consumer behavior - Part 3: The planning process - Chapter Six: Account planning and research - Chapter Seven: Developing marketing and advertising Plans - Part 4: The creative process - Chapter Eight: Creative strategy and the creative process - Chapter Nine: Creative execution: art and copy - Chapter Ten: Producing ads for print, electronic and digital media - Part 5: Reaching the target audience - Chapter Eleven: Print advertising - Chapter Twelve: Electronic media: television and radio - Chapter Thirteen : Digital interactive media and direct mail - Chapter fourteen : Out-of-home, trade shows and supplementary media - Part 6: Integrating marketing communications elements - Chapter fifteen: Media planning and buying - Chapter Sixteen: Relationship building: direct marketing, personal selling and sales promotion - Chapter seventeen: Relationship building: public relations, sponsorship and corporate advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 9 (RLIN) |
239963 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Schaefer, David H. |
| 9 (RLIN) |
22998 |
| 920 ## - Programme |
|---|
| Programme |
SOC : 202948, 204182, 204251, 204250 |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) |
|---|
| Koha biblionumber |
45554 |
| Koha biblioitemnumber |
45554 |
