MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02686cam a2200397 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20221102163232.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
110123s2012 ohua b 001 0 eng d |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
|---|
| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1111528756 |
| Qualifying information |
pbk. |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781111528751 |
| Qualifying information |
pbk. |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(ATU)b12939870 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)698333091 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
BTCTA |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
BTCTA |
| Modifying agency |
SUF |
| -- |
YDXCP |
| -- |
ATU |
| 043 ## - GEOGRAPHIC AREA CODE |
|---|
| Geographic area code |
n-us--- |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.10973 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Thorson, Esther, |
| Relator term |
author. |
| 9 (RLIN) |
1032025 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising age : |
| Remainder of title |
the principles of advertising and marketing communication at work / |
| Statement of responsibility, etc. |
Esther Thorson, Margaret Duffy. |
| 246 30 - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Principles of advertising and marketing communication at work |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Student edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Mason, OH : |
| Name of producer, publisher, distributor, manufacturer |
South-Western Cengage Learning, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2012] |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©2012 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 176 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
28 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
What is advertising and what new forms is it taking -- Business structures in the advertising industry -- Important times in advertising history -- Ethical and regulatory contexts of advertising -- Theory about how advertising works -- Segmentation, brand positioning, and defining the brand value proposition -- Research: the magic ingredient in effective advertising -- Advertising and promotion management and planning -- Advertising planning: an international perspective -- The creative strategy of advertising messages -- Telling a story that showcases the creative strategy: creative advertising executions -- Creative copywriting -- Creative design and visuals -- Media planning -- Media planning for traditional advertising media -- Media planning for the internet and other digital media -- Promotions and their relationship to advertising -- Public relations and advertising -- Integrated marketing communication -- Advertising's future. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
The emphasis of this textbook for introductory courses is on applying research and theory to practice. Examples and outside references make the book accessible and easy to understand while rigorous in its investigation of communication practices. -- Provided by publisher. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
|---|
| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Geographic subdivision |
United States |
| 9 (RLIN) |
371373 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Duffy, Margaret, |
| Relator term |
author. |
| 9 (RLIN) |
829163 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
.b12939870 |
| b |
22-08-17 |
| c |
28-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
|---|
| a |
659.10973 THO |
| g |
1 |
| i |
A480232B |
| j |
0 |
| l |
cmain |
| o |
- |
| p |
$47.16 |
| q |
- |
| r |
- |
| s |
- |
| t |
0 |
| u |
12 |
| v |
1 |
| w |
0 |
| x |
2 |
| y |
.i13325462 |
| z |
29-10-15 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| -- |
b |
| -- |
c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
| -- |
eng |
| -- |
ohu |
| -- |
0 |
