| 000 -LEADER |
|---|
| fixed length control field |
01627cam a22003374a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
050428s2005 enka b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2005012353 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0199274894 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5438.5 |
| Item number |
.P475 2005 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1 |
| Edition number |
22 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126093149.0 |
| CONTROL NUMBER |
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| control field |
18843 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Percy, Larry. |
| TITLE STATEMENT |
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| Title |
Strategic advertising management / |
| Statement of responsibility, etc |
Larry Percy, Richard Elliott. |
| EDITION STATEMENT |
|---|
| Edition statement |
2nd ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Oxford ; |
| -- |
New York, N.Y. : |
| Name of publisher, distributor, etc |
Oxford University Press, |
| Date of publication, distribution, etc |
c2005. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xviii, 335 p., 10 p. of col. plates : |
| Other physical details |
ill ; |
| Dimensions |
25 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together. |
| STUDY PROGRAM INFORMATION NOTE |
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| Program name |
MARK333 TBS982 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Sales promotion. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising |
| General subdivision |
Management. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Strategic planning. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Elliott, Richard. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |