| 000 | 02686cam a2200397 i 4500 | ||
|---|---|---|---|
| 005 | 20221102163232.0 | ||
| 008 | 110123s2012 ohua b 001 0 eng d | ||
| 011 | _aBIB MATCHES WORLDCAT | ||
| 020 |
_a1111528756 _qpbk. |
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| 020 |
_a9781111528751 _qpbk. |
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| 035 | _a(ATU)b12939870 | ||
| 035 | _a(OCoLC)698333091 | ||
| 040 |
_aBTCTA _beng _erda _cBTCTA _dSUF _dYDXCP _dATU |
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| 043 | _an-us--- | ||
| 082 | 0 | 4 |
_a659.10973 _223 |
| 100 | 1 |
_aThorson, Esther, _eauthor. _91032025 |
|
| 245 | 1 | 0 |
_aAdvertising age : _bthe principles of advertising and marketing communication at work / _cEsther Thorson, Margaret Duffy. |
| 246 | 3 | 0 | _aPrinciples of advertising and marketing communication at work |
| 250 | _aStudent edition. | ||
| 264 | 1 |
_aMason, OH : _bSouth-Western Cengage Learning, _c[2012] |
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| 264 | 4 | _c©2012 | |
| 300 |
_axvi, 176 pages : _billustrations ; _c28 cm |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 504 | _aIncludes bibliographical references. | ||
| 505 | 0 | _aWhat 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 | _aThe 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 | _aMachine converted from AACR2 source record. | ||
| 650 | 0 |
_aAdvertising _zUnited States _9371373 |
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| 700 | 1 |
_aDuffy, Margaret, _eauthor. _9829163 |
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| 907 |
_a.b12939870 _b22-08-17 _c28-10-15 |
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| 942 | _cB | ||
| 945 |
_a659.10973 THO _g1 _iA480232B _j0 _lcmain _o- _p$47.16 _q- _r- _s- _t0 _u12 _v1 _w0 _x2 _y.i13325462 _z29-10-15 |
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| 998 |
_ab _ac _b06-04-16 _cm _da _feng _gohu _h0 |
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| 999 |
_c1251373 _d1251373 |
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