| 000 -LEADER |
|---|
| fixed length control field |
01885cam a2200373 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
091116s2011 njua b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2009046216 |
| NATIONAL BIBLIOGRAPHY NUMBER |
|---|
| National bibliography number |
GBB012862 |
| Source |
bnb |
| NATIONAL BIBLIOGRAPHIC AGENCY CONTROL NUMBER |
|---|
| Record control number |
015479821 |
| Source |
Uk |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780136110828 (alk. paper) |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0136110827 (alk. paper) |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780132465519 (pbk.) |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0132465515 (pbk.) |
| SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)ocn457155909 |
| CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
| -- |
BTCTA |
| -- |
YDXCP |
| -- |
OCLCQ |
| -- |
EQO |
| -- |
CDX |
| -- |
UKM |
| -- |
DLC |
| LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.K45 2011 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
22 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126093631.0 |
| CONTROL NUMBER |
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| control field |
22257 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Lane, W. Ronald, |
| Dates associated with a name |
1940- |
| TITLE STATEMENT |
|---|
| Title |
Kleppner's Advertising procedure / |
| Statement of responsibility, etc |
W. Ronald Lane, Karen Whitehill King, Tom Reichert. |
| VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Advertising procedure |
| EDITION STATEMENT |
|---|
| Edition statement |
18th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Upper Saddle River, N.J. : |
| Name of publisher, distributor, etc |
Prentice Hall/Pearson, |
| Date of publication, distribution, etc |
c2011. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xx, 817 p. : |
| Other physical details |
ill. (chiefly col) ; |
| Dimensions |
29 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 789-799) and index. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Background of today's advertising -- Roles of advertising -- Brand planning and the advertising spiral -- Target marketing -- The advertising agency, media services, and other services -- The advertiser's 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 |
MARK940 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
King, Karen Whitehill. |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Reichert, Tom. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |