| 000 -LEADER |
|---|
| fixed length control field |
02069cam a22002658i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200212134419.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
190715s2018 enk bf 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781138678835 (pbk. : alk. paper) |
|
|---|
| International Standard Book Number |
9781138678828 (hardback : alk. paper) |
|
|---|
| Cancelled/invalid ISBN |
9781315558646 (ebook) |
| 041 ## - Language |
|---|
| Language code of text/sound track or separate title |
eng |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
23 |
| Item number |
A244 |
| 245 04 - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Title |
The advertising handbook / |
| Statement of responsibility, etc |
edited by Jonathan Hardy, Helen Powell and Iain MacRury. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
4th ed. |
| 260 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Abingdon, Oxon : |
| Name of publisher, distributor, etc |
Routledge, |
| Date of publication, distribution, etc |
2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xi, 280 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Revised edition of The advertising handbook, 2009. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Marketing practices and processes -- Advertising and the modern world / Joseph Turow -- What is an advertising agency in the 21st century? advertising processes : from conception to execution and evaluation / Iain MacRury -- Branding, brand value and the hidden persuaders on eBay / Helen Powell -- Advertising, marketing and PR / Chris Hackley -- Changes in media, markets and marketing -- Media planning and buying / Helen Katz -- Digital advertising and AdTech : programmatic platforms, identity and moments / Andrew McStay -- Branded content : media and marketing integration / Jonathan Hardy -- Advertising regulation / Jonathan Hardy -- Promotional cultures, consumers and research -- Waving not drowning : understanding consumer behaviour in the age of big data / Helen Powell and Katy Parsons -- How does advertising work? / Paul Feldwick -- Advertising creativity / Iain MacRury -- Advertising, agencies and globalisation / Paul Springer -- Advertising across the BRICS/ Translocal campaigns / John Sinclair -- The future of marketing and agencies : the next 10 years for consumer engagement / Janet Hull -- Glossary -- Index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| Form subdivision |
Handbooks, manuals, etc. |
| 9 (RLIN) |
4774 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hardy, Jonathan, |
| Dates associated with a name |
1963- |
| Relator term |
editor. |
| 9 (RLIN) |
43566 |
|
|---|
| Personal name |
MacRury, Iain, |
| Relator term |
editor. |
| 9 (RLIN) |
43567 |
|
|---|
| Personal name |
Powell, Helen. |
| 9 (RLIN) |
4775 |
| Relator term |
editor |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Item type |
Book |
