Contemporary advertising / (Record no. 1092)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01922pam a2200193 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0256182574 |
| 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 with the editorial collaboration of Jack J. Whidden. |
| 250 ## - EDITION | |
| Edition statement | 6th ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Chicago : |
| Name of publisher | Irwin, |
| Year of publication | c1996. |
| 300 ## - DESCRIPTION | |
| Number of Pages | 1 v. (various pagings) : |
| Other physical details | ill. (some col.), col. map ; |
| Dimensions | 29 cm. |
| 440 #4 - SERIES | |
| SERIES | The Irwin series in marketing |
| 500 ## - NOTES | |
| General note | Includes four pages of color tranparencies.<br/>Includes bibliographical references and index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | 1. The Dimensions of Advertising --<br/>2. The Social, Legal, and Ethical Aspects of Advertising --<br/>3. The Advertising Business: Agencies, Clients, Media, and Suppliers --<br/>4. Marketing and Consumer Behavior: The Foundations of Advertising --<br/>5. Using Marketing and Advertising to Link Products to Markets --<br/>6. Marketing and Advertising Research: Inputs to the Planning Process --<br/>7. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC --<br/>8. Planning Media Strategy: Finding Links to the Market --<br/>9. Creative Strategy and the Creative Process --<br/>10. Creative Execution: Art and Copy --<br/>11. Producing Ads for Print, Electronic, and Digital Media --<br/>12. Buying Print Media --<br/>13. Buying Electronic and Digital Interactive Media --<br/>14. Buying Out-of-Home, Exhibitive, and Supplementary Media --<br/>15. Relationship Building: IMC, Direct Marketing, Direct Mail, and Sales Promotion --<br/>16. Relationship Building: Public Relations and Corporate Advertising. 17. Relationship Building: Local and Noncommercial Advertising --<br/>Appendix A Marketing Plan Outline --<br/>Appendix B Advertising Plan Outline --<br/>Appendix C The Complete Campaign: Creating a Splash for Mountain Dew --<br/>Appendix D Career Planning in Advertising --<br/>Appendix E Industry Resources. |
| 650 #0 - SUBJECTS | |
| Topical Term | Advertising. |
| 700 1# - OTHER AUTHORS | |
| Personal name | Whidden, Jack J. |
| 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 | 22/12/2003 | HF5821 .B62 | 17802 | Books |