| 000 -LEADER |
|---|
| fixed length control field |
01624cam a2200265 a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200109132931.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
091116s2011 njua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0132465515 (pbk.) |
|
|---|
| International Standard Book Number |
9780132465519 |
| 041 ## - Language |
|---|
| Language code of text/sound track or separate title |
eng |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.K45 2011 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
22 |
| Item number |
L265 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Lane, W. Ronald, |
| Dates associated with a name |
1940- |
| 9 (RLIN) |
29460 |
| 245 10 - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Title |
Kleppner's Advertising procedure / |
| Statement of responsibility, etc |
W. Ronald Lane, Karen Whitehill King, Tom Reichert. |
| 246 30 - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Advertising procedure |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
18th., international ed. |
| 260 ## - 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 |
2011. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xx, 817 p. : |
| Other physical details |
ill. (chiefly col.) ; |
| Dimensions |
29 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 789-799) and index. |
| 505 0# - 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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 9 (RLIN) |
25459 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
King, Karen Whitehill. |
| 9 (RLIN) |
29461 |
| Relator term |
author |
|
|---|
| Personal name |
Reichert, Tom. |
| 9 (RLIN) |
29462 |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Item type |
Book |
