| 000 -LEADER |
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| fixed length control field |
01468cam a2200265u 4500 |
| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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ta |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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100121s2008 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780135126479 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126095133.0 |
| CONTROL NUMBER |
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32325 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Lane, W. Ronald, |
| Dates associated with a name |
1940- |
| TITLE STATEMENT |
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| Title |
Kleppners advertising procedure / |
| Statement of responsibility, etc |
W. Ronald Lane, Karen Whitehill King, Tom Reichert. |
| VARYING FORM OF TITLE |
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| Title proper/short title |
Advertising procedure |
| EDITION STATEMENT |
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| Edition statement |
17th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
Boston : |
| Name of publisher, distributor, etc |
Prentice Hall, |
| Date of publication, distribution, etc |
2008. |
| PHYSICAL DESCRIPTION |
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| Extent |
xx, 829 p. : |
| Other physical details |
col. ill ; |
| Dimensions |
28 cm. |
| GENERAL NOTE |
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| General note |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Background of todays advertising -- Roles of advertising -- Brand planning and the advertising spiral -- Target marketing -- The advertising agency, media services, and other services -- The advertisers marketing/advertising operation -- Media strategy -- Using television -- Using radio -- Using newspapers -- Using magazines -- Out-of-home advertising -- Digital and direct-response advertising -- Sales promotion -- Research in advertising -- Creating the message -- The total concept : words and visuals -- Print production -- Video and the commercial -- The radio commercial -- Trademarks and packaging -- The complete campaign -- International advertising -- Economic, social, and legal effects of advertising. |
| STUDY PROGRAM INFORMATION NOTE |
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| Program name |
MARK333 |
| 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 |
King, Karen Whitehill. |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Russell, J. Thomas. |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |