Contemporary advertising and integrated marketing communications. / (Record no. 5628)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01412nam a22001937a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140619b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780071318389 |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5821.B62 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Arens,William F. |
| 245 ## - TITLE STATEMENT | |
| Title | Contemporary advertising and integrated marketing communications. / |
| Statement of responsibility, etc. | William F. Arens |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 14th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | New York: |
| Name of publisher, distributor, etc. | Mcgraw-Hill, |
| Date of publication, distribution, etc. | 2013. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxxix,722p.: |
| Other physical details | ill.; |
| Dimensions | 27cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes index and appendix |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents: Advertising today -- The big picture: The evolution of advertising -- The scope of advertising:from local to global -- Marketing and consumer behavior: The foundations of advertising -- Market segmentation and the marketing mix:determinants of advertising strategy -- Research:gathering information for advertising planning -- Planning media strategy:disseminating the message -- Creative strategy and the creative process -- Creative execution: Art and copy -- Producing ads for print,electronic,and digital media -- Using print media -- using electronic media: Television and radio -- Using digital interactive media -- Using out-of-home,exhibitive,and supplementary media -- Relationship building: Direct marketing,personal selling and sales promotion -- Relationship building: Public relations,sponsorship and corporate advertising. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Weigold,Micheal F |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Arens,Christian |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | Reference | 14/07/2015 | HF5821.B62 | 7993/420/15 | 14/07/2015 | 14/07/2015 | Books |