| 000 -LEADER |
|---|
| fixed length control field |
02563nam a22003377a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20230527151012.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
230527b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781473997981 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781473997998 (pbk) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
University of Cebu - Banilad |
| Language of cataloging |
eng |
| Transcribing agency |
University of Cebu - Banilad |
| Description conventions |
rda |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hackley, Chris, |
| Relator term |
author. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Advertising & promotion / |
| Statement of responsibility, etc |
Chris Hackley and Rungpaka Amy Hackley. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
4th edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Los Angeles : |
| Name of publisher, distributor, etc |
SAGE, |
| Date of publication, distribution, etc |
c2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 370 pages : |
| Other physical details |
color illustrations, with cd ; |
| Dimensions |
23 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 (pages 343-362) and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Table of contents: Chapter 1 Advertising and Promotion under Converge -- Chapter 2 Advertising Theory -- Chapter 3 Brands and Promotional Communication -- Chapter 4 The Creative Agency Model -- Chapter 5 Strategy and Creativity -- Chapter 6 Media and Audience Planning -- Chapter 7 Non-Advertising Promotion -- Chapter 8 Global Advertising Strategy -- Chapter 9 Brands on the Defensive - Ethics and Regulations for Advertising -- Chapter 10 Advertising Research. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"This popular textbook takes advertisisng as the starting point for a comprehensive exploration of the rapidly evolving world of promotional communication. The authors demonstrate, using a wide range of visual examples and case studies, how brands benefit from holistic promotional planning that embraces integrated media channels. Chapters include many reflective exercises for students to develop their creative and brand communications planning, knowledge and skills. The scope of advertising across the social sciences, the authors also draw on a wide range of literatures including media/cultural studies, sociology and health to help encourage interdisciplinary thinking among students. The textbook now includes a full-colour text design and updated discussion, examples, case studies, journal articles and references, with a particular focus on shifts in advertising due to social media and the new digital environment." - Publisher's description |
| 541 ## - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Purchase price |
₱ 4,028.25 |
| Deans/Chairperson |
Biore, Christopher |
| Department |
College of Business and Accountancy |
| Subject Category |
BSBA-Marketing Management |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
English |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Sales promotion. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hackley, Rungpaka Amy, |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Type of record |
Reference (MAIN) |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Encoded by |
Janna [new] |
| Date encoded |
05/27/2023 |
