Essentials of contemporary advertising / (Record no. 1075)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01499cam a22001814a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0073136662 (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780073136660 |
| 050 00 - CALL NUMBER | |
| Classification number | HF5821 |
| Item number | .A74 |
| 100 1# - AUTHOR | |
| Personal name | Arens, William F. |
| 245 10 - TITLE | |
| Title | Essentials of contemporary advertising / |
| Statement of responsibility, etc | William F. Arens, David H. Schaefer. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Boston : |
| Name of publisher | McGraw-Hill Irwin, |
| Year of publication | c2007. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xxviii, 558 p. : |
| Other physical details | ill. (chiefly col.), map ; |
| Dimensions | 28 cm. |
| 500 ## - NOTES | |
| General note | Includes bibliographical references and index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Ch. 1. Advertising today and how we got here --<br/>Ch. 2. economic, social, and regulatory aspects of advertising --<br/>Ch. 3. advertising industry --<br/>Ch. 4. Segmentation, targeting, and the marketing mix --<br/>Ch. 5. Communication and consumer behavior --<br/>Ch. 6. Account planning and research --<br/>Ch. 7. Developing marketing and advertising plans --<br/>Ch. 8. Creative strategy and the creative process --<br/>Ch. 9. Creative execution : art and copy --<br/>Ch. 10. Producing ads for print, electronic, and digital media --<br/>Ch. 11. Print advertising --<br/>Ch. 12. Electronic media : television and radio --<br/>Ch. 13. Digital interactive media and direct mail --<br/>Ch. 14. Out-of-home, trade shows, and supplementary media --<br/>Ch. 15. Media planning and buying --<br/>Ch. 16. Relationship building : direct marketing, personal selling, and sales promotion --<br/>Ch. 17. Relationship building : public relations, sponsorship, and corporate advertising. |
| 650 #0 - SUBJECTS | |
| Topical Term | Advertising. |
| 700 1# - OTHER AUTHORS | |
| Personal name | Schaefer, David H. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|
| Methodist University Library Main | Methodist University Library Main | General Stacks | 21/11/2007 | HF5821 .A74 | 29853 | Books | ||
| Methodist University Library Main | Methodist University Library Main | General Stacks | 18/04/2008 | HF5821 .A74 | 21893 | Books |