| 000 -LEADER |
|---|
| fixed length control field |
03288nam a22003497a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20260601113030.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
260526s20122012ph a|||er|||| 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9789814410151 [newsprint] |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
University of Cebu-Banilad |
| Transcribing agency |
University of Cebu-Banilad |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
O'Guinn, Thomas, |
| Relator term |
author. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Advertising and integrated brand promotion / |
| Statement of responsibility, etc |
Thomas O'Guinn, Chris Allen, and Richard J. Semenik. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Sixth edition ; Philippine edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Pasig City, Philippines : |
| Name of publisher, distributor, etc |
Cengage Learning Asia Pte Ltd (Philippine Branch), |
| Date of publication, distribution, etc |
c2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
682 pages : |
| Other physical details |
illustrations (black and white) ; |
| 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, glossary and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Contents: 1 Advertising and integrated brand promotion in business and society — 2 Analyzing the environmental for advertising and integrates brand promotion — 3 The creative process — 4 Placing the message in conventional and "new" media — 5 Integrated brand promotion. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"As we began to prepare this edition of Advertising and Integrated Brand Promotion the feedback was particularly informative and meaningful. You wanted a shorter book with more direct discussion. You wanted extensive coverage social networking and digital interactive media applications in both advertising and promotion. The book is full of social networking and digital media content both in the main discussions and in special boxes which address current applications. The book is shorter and more direct. One point we want to make emphatically Advertising and Integrated Brand Promotion remains the most current and<br/><br/>forward thinking book on the market. We have alerted students to leading-edge issues and challenges facing the advertising and promotion industries. We were the first to devote an entire chapter to the Internet as an advertising medium (1998); the first to alert students to the "dot-com" agency incursion on traditional advertising structure (2000), the first to raise the issue of consumers seeking and seizing control of their personal communications environment (2003), the first to highlight blogs and DVRs and the role they play in disseminating (or blocking) information about brands (2006). And, we were the first to alert students to the emergence and growing potential of the early social networking sites, MySpace and You Tube, that began showing up on the Web (200 edition follows the legacy of the prior editions of the book by highlighting the most contemporary and significant (2009). This changes being experienced in the advertising and promotion industries-particularly the application of social networking and digital media in the advertising and promotion process." —Preface |
| 521 ## - TARGET AUDIENCE NOTE |
|---|
| Target audience note |
Adult |
| 541 ## - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Source of acquisition |
Donation |
| Deans/Chairperson |
Biore, Christopher |
| Department |
College of Business and Accountancy |
| Subject Category |
Business / Management |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
Text in English |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand promotion. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Allen, Chris, |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Semenik, Richard J., |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Type of record |
Book |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Encoded by |
Leslie [new] |
| Date encoded |
05/26/2026 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Encoded by |
Janna [checked&edited] |
| Date encoded |
06/01/2026 |
