| 000 -LEADER |
|---|
| fixed length control field |
03152cam a22004338i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
21835102 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20230527114132.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
201209s2021 enk b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2020052443 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780367442781 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780367441999[paperback] |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Cancelled/invalid ISBN |
9781003008729 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
University of Cebu-Banilad |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
University of Cebu-Banilad |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mogaji, Emmanuel, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Introduction to advertising : |
| Remainder of title |
understanding and managing the advertising process / |
| Statement of responsibility, etc |
Emmanuel Mogaji. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Abingdon, Oxon, New York, NY : |
| Name of publisher, distributor, etc |
Routledge, |
| Date of publication, distribution, etc |
c2021. |
| 263 ## - PROJECTED PUBLICATION DATE |
|---|
| Projected publication date |
2105 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xii, 295 pages ; |
| Other physical details |
illustrations, with cd; |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Table of contents: Theme 1 Creating the message -- Theme 2 Sharing the message -- Theme 3 Engaging the message -- Theme 4 Evaluating the message. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy, and even more so acknowledges that advertisements are not all about selling but are also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert's effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organizations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning"-- |
| 541 ## - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Deans/Chairperson |
Biore, Christopher |
| Department |
College of Business and Accountancy |
| Subject Category |
BSBA-Marketing Management |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
English |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Online version: |
| Main entry heading |
Mogaji, Emmanuel |
| Title |
Introduction to advertising |
| Place, publisher, and date of publication |
New York : Routledge, 2021. |
| International Standard Book Number |
9781003008729 |
| Record control number |
(DLC) 2020052444 |
| 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 |
Kassandra[new] |
| Date encoded |
05/27/2023 |
