| 000 -LEADER |
|---|
| fixed length control field |
01571nam a2200205 a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20190411102933.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
190325t2018 nyu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781259815942 |
| 041 ## - Language |
|---|
| Language code of text/sound track or separate title |
eng |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Classification number |
659.1 |
| Item number |
W419 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Weigold, Michael |
| 9 (RLIN) |
43375 |
| 245 00 - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Title |
Advertising / |
| Statement of responsibility, etc |
Michael F. Weigold, William F. Arens. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
3rd ed. |
| 260 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
McGraw-Hill Education, |
| Date of publication, distribution, etc |
2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiii, 459 p. : |
| Other physical details |
ill. ; |
| Dimensions |
28 cm |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- The planning process -- Account planning and research -- Marketing, advertising, and imc planning -- The creative process -- Creating ads : strategy and process -- Creative execution: art and copy -- Reaching the target audience -- Print advertising -- Broadcast, cable, and satellite media : television and radio -- Digital interactive media -- Out-of-home, direct-mail, and promotional products -- Integrating marketing communications elements -- Media planning and buying -- IMC: direct marketing, personal selling, packaging, and sales promotion -- IMC: public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in connect and through create) -- Endnotes -- Credits -- Index. |
| 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 |
Arens, William F., |
| 9 (RLIN) |
43376 |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Item type |
Book |
