Advertising and integrated brand promotion / (Record no. 1102)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02221cam a2200241 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0324289561 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0324320159 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0324317182 |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER | |
| ISSN | 9780324320152 |
| 050 00 - CALL NUMBER | |
| Classification number | HF5821 |
| Item number | .O34 |
| 100 1# - AUTHOR | |
| Personal name | O'Guinn, Thomas C. |
| 245 10 - TITLE | |
| Title | Advertising and integrated brand promotion / |
| Statement of responsibility, etc | Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. |
| 250 ## - EDITION | |
| Edition statement | 4th ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Mason, Ohio : |
| Name of publisher | Thomson/South-Western, |
| Year of publication | 2006. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xlviii, 781 p. : |
| Other physical details | ill. ; |
| Dimensions | 29 cm. |
| 500 ## - NOTES | |
| General note | Includes Index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Part 1: The Process : Advertising and Integrate Brand Promotion in Business and Society <br/>Chapter 1: The World of Advertising and Integrated Brand Promotion <br/>Chapter 2: The Structure of the Advertising Industry : Advertisers, Advertising Agencies, and Support Organizations <br/>Chapter 3: The Evolution of Promoting and Advertising Brands <br/>Chapter 4: Social, Ethical and Regulatory Aspects of Advertising<br/> <br/>Part 2: The Planning : Analyzing the Advertising and Integrated Brand Promotion Environment <br/>Chapter 5: Advertising, Integrated Brand Promotion and Consumer Behavior <br/>Chapter 6: Market Segmentation, Positioning and the Value Proposition<br/>Chapter 7: Advertising and Promotion Research <br/>Chapter 8: Planning Advertising and Integrated Brand Promotion <br/>Chapter 9: Advertising Planning : An International Perspective <br/><br/>Part 3: Preparing the Message <br/>Chapter 10: Creativity, Advertising and the Brand <br/>Chapter 11: Message Strategy <br/>Chapter 12: Copywriting <br/>Chapter 13: Art Direction and Production <br/><br/>Part 4: Placing the Message in Conventional and "New" Media<br/>Chapter 14: Media Strategy and Planning for Advertising and IBP <br/>Chapter 15: Media Planning : Print, Television and Radio <br/>Chapter 16: Media Planning : Advertising and IBP on the Internet <br/><br/>Part 5: Integrated Brand Promotion <br/>Chapter 17: Support Media, Event Sponsorship and Branded Entertainment<br/>Chapter 18: Sales Promotion and Point-of-Purchase Advertising <br/>Chapter 19: Direct Marketing <br/>Chapter 20: Public Relations and Corporate Advertising. |
| 650 #0 - SUBJECTS | |
| Topical Term | Advertising. |
| 650 #0 - SUBJECTS | |
| Topical Term | Advertising media planning. |
| 700 1# - OTHER AUTHORS | |
| Personal name | Allen, Chris T. |
| 700 1# - OTHER AUTHORS | |
| Personal name | Semenik, Richard J. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 22/02/2013 | HF5821 .O32 | 37750 | Books | ||
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 22/02/2013 | HF5821 .Og9 | 31016 | Books | ||
| Reference | Methodist University Library Tema | Methodist University Library Tema | Reference | 22/02/2013 | HF5821 .O32 | 31015 | Books |