| 000 -LEADER |
|---|
| fixed length control field |
02892cam a2200421 a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
15171800 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20150113172820.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
080207s2009 maua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2008005753 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780071270571 [paperback] |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| Canceled/invalid control number |
(OCoLC)190966291 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
BAKER |
| -- |
YDXCP |
| -- |
BTCTA |
| -- |
C#P |
| -- |
BWX |
| -- |
DLC |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, William F. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Essentials of contemporary advertising / |
| Statement of responsibility, etc |
William F. Arens, David H. Schaefer, Michael Weigold. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Boston : |
| Name of publisher, distributor, etc |
McGraw-Hill Irwin, |
| Date of publication, distribution, etc |
c2009. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxiv, 558 pages : |
| Other physical details |
colored illustrations ; |
| Dimensions |
28 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type |
volume |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 511-523) and indexes. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Contents: Part 1: An introduction to advertising -- Chapter one : Advertising yesterday, today, and tomorrow -- Chapter two: The economics,social, and regulatory aspects of advertising -- Chapter three: The business of advertising -- Part 2: Understanding the target audience -- Chapter four: Segmentation, targeting, and the marketing mix -- Chapter five: Communication and consumer behavior -- Part 3: The planning process -- Chapter six: Accounts planning and research -- Chapter seven: Developing marketing and advertising plans -- Part 4: The creative process -- Chapter eight: Creative strategy and the creative process -- Chapter nine: Creative execution: art and copy -- Chapter ten: Producing ads, for print, electronic, and digital media -- Part 5: Reaching the target audience -- Chapter eleven: Print advertising -- Chapter twelve: Electronic media: television and radio -- Chapter thirteen: Digital interactive media -- Chapter fourteen: Out-of-home, direct-mail, and specialty advertising -- Part 6: Integrating marketing communications elements -- Chapter fifteen: Media planning and buying -- Chapter sixteen: IMC: direct marketing, personal selling, and sales promotion -- Chapter seventeen: IMC: public relations, sponsorship, and corporate advertising -- Includes glossary -- Endnotes -- Credit and acknowledgments -- |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
English |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Schaefer, David H. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Weigold, Michael F., |
| Dates associated with a name |
1958- |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Publisher description |
| Uniform Resource Identifier |
http://www.loc.gov/catdir/enhancements/fy0810/2008005753-d.html |
| 856 41 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Table of contents only |
| Uniform Resource Identifier |
http://www.loc.gov/catdir/enhancements/fy0810/2008005753-t.html |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Type of record |
Reference (MAIN) |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Encoded by |
jesstony [new] |
| Date encoded |
08/21/2014 |
