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01698cam a2200265u 4500 |
| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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ta |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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100121s2009 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780135009383 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126095133.0 |
| CONTROL NUMBER |
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32324 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Moriarty, Sandra E. (Sandra Ernst) |
| TITLE STATEMENT |
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| Title |
Advertising : |
| Remainder of title |
principles & practice / |
| Statement of responsibility, etc |
Sandra Moriarty, Nancy Mitchell, William Wells. |
| VARYING FORM OF TITLE |
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| Title proper/short title |
Advertising : principles and practice |
| EDITION STATEMENT |
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| Edition statement |
8th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
Upper Saddle River, N.J. : |
| Name of publisher, distributor, etc |
Pearson Prentice Hall, |
| Date of publication, distribution, etc |
c2009. |
| PHYSICAL DESCRIPTION |
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| Extent |
686 p. : |
| Other physical details |
ill. (chiefly col ; |
| Dimensions |
28 cm. |
| GENERAL NOTE |
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| General note |
Previous editions had William Wells as first author. Includes bibliographical references (p. 615-624) and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
A passion for the business -- Introduction to advertising -- Advertisings role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index. |
| STUDY PROGRAM INFORMATION NOTE |
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| Program name |
MARK333 MARK940 |
| 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 |
Wells, William, |
| Dates associated with a name |
1926- |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Mitchell, Nancy, |
| Dates associated with a name |
1950- |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |