| 000 -LEADER |
|---|
| fixed length control field |
02034cam a22003137i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20200211121851.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
190107s2018 caua b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1473997984 |
|
|---|
| International Standard Book Number |
9781473997981 |
|
|---|
| International Standard Book Number |
9781473997998 (pbk) |
| 041 ## - Language |
|---|
| Language code of text/sound track or separate title |
eng |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.H185 2018 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Classification number |
659.1 |
| Item number |
H122 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hackley, Christopher E., |
| 9 (RLIN) |
43096 |
| 245 10 - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Title |
Advertising & promotion / |
| Statement of responsibility, etc |
Chris Hackley and Rungpaka Amy Hackley. |
| 246 3# - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Advertising and promotion |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
4th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
London : |
| Name of publisher, distributor, etc |
SAGE, |
| Date of publication, distribution, etc |
2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 370 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (pages 343-362) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Advertising and promotion under convergence -- Advertising theory -- Brands and promotional communication -- The creative agency model -- Strategy and creativity -- Media and audience planning -- Non-advertising promotion -- Global advertising strategy -- Brands on the defensive: ethics and regulation for advertising -- Advertising research. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapshots" bring in aspects of cross-cultural advertising such as Barbie in China. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 9 (RLIN) |
25459 |
|
|---|
| Topical term or geographic name as entry element |
Advertising |
| General subdivision |
Social aspects. |
| 9 (RLIN) |
9132 |
|
|---|
| Topical term or geographic name as entry element |
Sales promotion. |
| 9 (RLIN) |
2395 |
|
|---|
| Topical term or geographic name as entry element |
Advertising |
| General subdivision |
Brand name products. |
| 9 (RLIN) |
42472 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hackley, Rungpaka Amy, |
| 9 (RLIN) |
43097 |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Item type |
Book |
