MARC details
| 000 -LEADER |
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| fixed length control field |
02507cam a2200289 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20201116100649.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
091022s2011 nyua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780071220606 (pbk) |
| 040 ## - CATALOGING SOURCE |
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| Transcribing agency |
NCL |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
pcc |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
22 |
| Item number |
ARE-C 2011 11072 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, William F. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Contemporary advertising and integrated marketing communications / |
| Statement of responsibility, etc. |
by William F. Arens, Michael F. Weigold, Christian Arens. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
13th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc. |
New York, NY : |
| Name of publisher, distributor, etc. |
McGraw-Hill Irwin, |
| Date of publication, distribution, etc. |
c2011. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xl, 774 p. : |
| Other physical details |
ill. ; |
| Dimensions |
28 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Prev. ed. has title: Contemporary advertising. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 715-732) and indexes. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part One. Advertising Perspectives --<br/>1. Advertising Today? --<br/>2. The Big Picture: The Evolution of Advertising --<br/>3. TheBig Picture: Economic and Regulatory Aspects --<br/>4. The Scope of Advertising: From Local to Global --<br/>Part Two. Crafting Marketing and Advertising Strategies --<br/>5. Marketing and Consumer Behavior: The Foundations of Advertising --<br/>6. Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy --<br/>7. Research: Gathering Information for Advertising Planning --<br/>8. Marketing and Advertising Planning --<br/>9. Planning Media Strategy: Disseminating the Message --<br/>Part Three. Creating Advertisements and Commercials --<br/>10. Creative Strategy and the Creative Process --<br/>11. Creative Execution: Art and Copy --<br/>12. Producing Ads for Print, Electronic, and Digital Media --<br/>Part Four. Using Advertising Media --<br/>13. Using Print Media --<br/>14. Using Electronic Media: Television and Radio --<br/>15. Using Digital Interactive Media --<br/>16. Using Out-of-Home, Exhibitive, and Supplementary Media --<br/>Part Five. Integrating Advertising --<br/>17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion --<br/>18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising --<br/>Epilogue Repositioning a Brand --<br/>Appendix A. Marketing Plan Outline --<br/>Appendix B. Advertising Plan Outline. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Contemporary Advertising' looks at the evolution of advertising, the scope of advertising, gathering information for advertising planning, planning media strategy, using print media, and much more. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Weigold, Michael F., |
| Dates associated with a name |
1958- |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, Christian. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, William F. |
| Title of a work |
Contemporary advertising. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
