National Open University Library

Essentials of contemporary advertising / (Record no. 11502)

MARC details
000 -LEADER
fixed length control field 02313cam a2200361 a 4500
CONTROL NUMBER
control field 191898261
CONTROL NUMBER IDENTIFIER
control field OCoLC
DATE AND TIME OF LATEST TRANSACTION
control field 20231004131957.0
FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 080207s2009 maua b 001 0 eng
LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2008005753
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780073380971
Terms of availability (alk. paper)
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 0073380970
Terms of availability (alk. paper)
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780071287579
Terms of availability (international ed. : pbk.)
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 0071287574
Terms of availability (international ed. : pbk.)
SYSTEM CONTROL NUMBER
System control number (OCoLC)191898261
CATALOGING SOURCE
Original cataloging agency DLC
Transcribing agency DLC
Modifying agency BAKER
-- YDXCP
-- BTCTA
-- C#P
-- BWX
-- OCLCG
-- UKM
-- DEBBG
-- UtOrBLW
LOCALLY ASSIGNED DEWEY CALL NUMBER (OCLC)
Classification number 659.1
Item number Ar336e
MAIN ENTRY--PERSONAL NAME
Personal name Arens, William F.
TITLE STATEMENT
Title Essentials of contemporary advertising /
Statement of responsibility, etc. William F. Arens, David H. Schaefer, Michael Weigold.
EDITION STATEMENT
Edition statement Second edition.
PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE
Place of production, publication, distribution, manufacture Boston :
Name of producer, publisher, distributor, manufacturer McGraw-Hill Irwin,
Date of production, publication, distribution, manufacture, or copyright notice [2009]
PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE
Date of production, publication, distribution, manufacture, or copyright notice c2009
PHYSICAL DESCRIPTION
Extent xxiv, 558 pages :
Other physical details color illustrations ;
Dimensions 28 cm
CONTENT TYPE
Content type term text
Content type code txt
Source rdacontent
MEDIA TYPE
Media type term unmediated
Media type code n
Source rdamedia
CARRIER TYPE
Carrier type term volume
Carrier type code nc
Source rdacarrier
BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes bibliographical references (p. 511-523) and indexes.
FORMATTED CONTENTS NOTE
Formatted contents note Pt. 1. Introduction to Advertising -- Ch. 1. Advertising Yesterday, Today, and Tomorrow -- Ch. 2. Economic, Social, and Regulatory Aspects of Advertising -- Ch. 3. Business of Advertising -- Pt. 2. Understanding the Target Audience -- Ch. 4. Segmentation, Targeting, and the Marketing Mix -- Ch. 5. Communication and Consumer Behavior -- Pt. 3. Planning Process -- Ch. 6. Account Planning and Research -- Ch. 7. Developing Marketing and Advertising Plans -- Pt. 4. Creative Process -- Ch. 8. Creative Strategy and the Creative Process -- Ch. 9. Creative Execution: Art and Copy -- Ch. 10. Producing Ads for Print, Electronic, and Digital Media -- Pt. 5. Reaching the Target Audience -- Ch. 11. Print Advertising -- Ch. 12. Electronic Media: Television and Radio -- Ch. 13. Digital Interactive Media -- Ch. 14. Out-of-Home, Direct-Mail, and Specialty Advertising -- Pt. 6. Integrating Marketing Communications Elements -- Ch. 15. Media Planning and Buying -- Ch. 16. IMC: Direct Marketing, Personal Selling, and Sales Promotion -- Ch. 17. IMC: Public Relations, Sponsorship, and Corporate Advertising.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Advertising.
ADDED ENTRY--PERSONAL NAME
Personal name Schaefer, David H.
ADDED ENTRY--PERSONAL NAME
Personal name Weigold, Michael F.,
Dates associated with a name 1958-
ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Library of Congress Classification
Koha item type Books
Suppress in OPAC No
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Inventory number Total Checkouts Full call number Date last seen Price effective from Koha item type
    Library of Congress Classification     Spec. Study Centre Immigration, Gwagwalada, Abuja Spec. Study Centre Immigration, Gwagwalada, Abuja 10/04/2023 01857116   HF5821.A74 10/04/2023 10/04/2023 Books