Contemporary advertising / (Record no. 1077)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01901cam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0072415444 (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0072451769 (CDROM) |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER | |
| ISSN | 9780072500417 |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER | |
| ISSN | 0071122931 |
| 050 00 - CALL NUMBER | |
| Classification number | HF5821 |
| Item number | .B62 |
| 100 1# - AUTHOR | |
| Personal name | Arens, William F. |
| 245 10 - TITLE | |
| Title | Contemporary advertising / |
| Statement of responsibility, etc | William F. Arens. |
| 250 ## - EDITION | |
| Edition statement | 8th ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Boston : |
| Name of publisher | McGraw-Hill Irwin, |
| Year of publication | c2002. |
| 300 ## - DESCRIPTION | |
| Number of Pages | 1 v. (various pagings) : |
| Other physical details | ill. (some col.) ; |
| Dimensions | 29 cm. + |
| Accompanying material | 1 CD-ROM (4 3/4 in.). |
| 440 #4 - SERIES | |
| SERIES | The McGraw-Hill/Irwin series in marketing |
| 500 ## - NOTES | |
| General note | Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Advertising perspectives --<br/>The dimensions of advertising --<br/>The economic, social, and regulatory aspects of advertising --<br/>The scope of advertising: from local to global --<br/>Crafting marketing and advertising strategies --<br/>Marketing and consumer behavior: the foundations of advertising --<br/>Market segmentation and the marketing mix: determinants of advertising strategy --<br/>Research: gathering information for advertising planning --<br/>Marketing and advertising planning: top-down, bottom-up, and IMC --<br/>Planning media strategy: finding links to the market --<br/>Integrating advertising with other elements of the communications mix --<br/>Relationship building: direct marketing, personal selling, and sales promotion --<br/>Relationship building: public relations, sponsorship, and corporate advertising --<br/>Creating advertisements and commercials --<br/>Creative strategy and the creative process --<br/>Creative execution: art and copy --<br/>Producing ads for print, electronic, and digital media --<br/>Using advertising media --<br/>Using print media --<br/>Using electronic media: television and radio --<br/>Using digital interactive media and direct mail --<br/>Using out-of-home, exhibitive, and supplementary media. |
| 650 #0 - SUBJECTS | |
| Topical Term | Advertising. |
| 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 | 21/04/2005 | HF5821 .B62 | 27194 | Books | ||
| Methodist University Library Main | Methodist University Library Main | General Stacks | 21/04/2005 | HF5821 .B62 | 13113 | Books | ||
| Methodist University Library Tema | Methodist University Library Tema | General Stacks | 21/04/2005 | HF5821 .B62 | 22985 | Books | ||
| Methodist University Library Tema | Methodist University Library Tema | General Stacks | 21/04/2005 | HF5821 .B62 | 22987 | Books |