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Advertisers at Work (Record no. 28551)

000 -LEADER
fixed length control field 04804nam a22003735i 4500
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20140310153554.0
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field cr nn 008mamaa
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 120907s2012 xxu| s |||| 0|eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781430238294
978-1-4302-3829-4
050 #4 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF4999.2-6182
Classification number HD28-70
082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 650
Edition number 23
264 #1 -
-- Berkeley, CA :
-- Apress :
-- Imprint: Apress,
-- 2012.
912 ## -
-- ZDB-2-CWD
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Tuten, Tracy.
Relator term author.
245 10 - IMMEDIATE SOURCE OF ACQUISITION NOTE
Title Advertisers at Work
Medium [electronic resource] /
Statement of responsibility, etc by Tracy Tuten.
300 ## - PHYSICAL DESCRIPTION
Extent XIV, 308 p.
Other physical details online resource.
520 ## - SUMMARY, ETC.
Summary, etc “Conversations with some of the sharpest minds in advertising lead the reader gently into the heart of the business. A great read whether you’re starting out in advertising or simply want to pick up some tips from the greats.” —Mark Tungate, author of Adland: A Global History of Advertising and Branded Beauty: How Marketing Changed the Way We Look   “In Advertisers at Work, Tracy Tuten conducts interviews with some of the ad world’s biggest players. The interviews—ranging from advertising legend Mike Hughes to leaders of the next generation like David Oakley and Susan Credle—reveal much about the nature of creativity and why we all respond to certain ads either with a laugh or a purchase. Tuten’s skillful questions also highlight how these men and women learned the craft, found mentors, and landed jobs doing things they 'didn’t know you could get paid to do.' They talk about successes and failures, their hopes and dreams, and the direction of the industry as we move into the age of social and branded media. If you are in the field of advertising or one of those people who often say, ‘Hey, did you see that commercial . . .,’ you’ll find Advertisers at Work a valuable addition to your bookshelf.” —John Sweeney, Distinguished Professor, School of Journalism University of North Carolina, Chapel Hill;Former Associate Creative Director, Foote, Cone & Belding In Advertisers at Work, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 18 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industry’s future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today. Each chapter is devoted to one advertising executive, showcasing that person’s unique vision and perspective into the world of advertising. Who are these leaders? Talent, perseverance, creativity, and pure grit set these people apart—and that’s where their similarities end. With a mix of senior contributors and up-and-coming talent representing the creative crafts, media, planning, and account services from a variety of agencies and locales, this book pulls back the curtain and invites readers to live each leader’s experiences up close. They’ll learn from the advertisers at work. Every interview shows how advertising leaders have an impact on a day-to-day basis: charting strategy, making effective pitches, managing clients and key partners, calling in the creative muse, reading the public’s mood, developing the right mix of media to launch a campaign, or pouncing on opportunities the rest of us can’t see. This book:   Shares the untold stories of senior executives and rising stars in advertising Demystifies the craft of advertising from the perspectives of creatives, media strategists, planners, and account executives Provides insights, strategies, and tactics readers can put to work immediately Offers predictions on the rapidly changing advertising landscape Other books in the Apress At Work Series:  Coders at Work, Seibel, 978-1-4302-1948-4 Venture Capitalists at Work, Shah & Shah, 978-1-4302-3837-9 CIOs at Work, Yourdon, 978-1-4302-3554-5 CTOs at Work, Donaldson, Seigel, & Donaldson, 978-1-4302-3593-4 Founders at Work, Livingston,  978-1-4302-1078-8 European Founders at Work, Santos, 978-1-4302-3906-2 Women Leaders at Work, Ghaffari, 978-1-4302-3729-7 Advertisers at Work, Tuten, 978-1-4302-3828-7 Gamers at Work, Ramsay. 978-1-4302-3351-0
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Economics.
Topical term or geographic name as entry element Economics/Management Science.
Topical term or geographic name as entry element Business/Management Science, general.
710 2# - ADDED ENTRY--CORPORATE NAME
Corporate name or jurisdiction name as entry element SpringerLink (Online service)
773 0# - HOST ITEM ENTRY
Title Springer eBooks
776 08 - ADDITIONAL PHYSICAL FORM ENTRY
Display text Printed edition:
International Standard Book Number 9781430238287
856 40 - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier http://dx.doi.org/10.1007/978-1-4302-3829-4
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Item type E-Book
Copies
Price effective from Permanent location Date last seen Not for loan Date acquired Source of classification or shelving scheme Koha item type Damaged status Lost status Withdrawn status Current location Full call number
2014-04-03AUM Main Library2014-04-03 2014-04-03 E-Book   AUM Main Library650

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