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01404cam a2200241u 4500 |
| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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ta |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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090118s2008 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780071101059 |
| DATE AND TIME OF LATEST TRANSACTION |
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20170126094950.0 |
| CONTROL NUMBER |
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31010 |
| CONTROL NUMBER IDENTIFIER |
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UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Arens, William F. |
| TITLE STATEMENT |
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| Title |
Contemporary advertising / |
| Statement of responsibility, etc |
William F. Arens, Michael F. Weigold, Christian Arens. |
| EDITION STATEMENT |
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| Edition statement |
11th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
Boston : |
| Name of publisher, distributor, etc |
McGraw-Hill Irwin, |
| Date of publication, distribution, etc |
c2008. |
| PHYSICAL DESCRIPTION |
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| Extent |
xl, 712 p. : |
| Other physical details |
ill ; |
| Dimensions |
26 cm. |
| GENERAL NOTE |
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| General note |
Previous ed.: Boston, Mass.; London: McGraw-Hill/Irwin, 2006. Includes bibliographical references and index. |
| SUMMARY, ETC. |
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| Summary, etc |
Contemporary Advertising, 11/e, is one of the best-selling advertising texts in this field. Known as the coffee table book for Advertising, it is known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising. |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Weigold, Michael F., |
| Dates associated with a name |
1958- |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Arens, Christian. |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |