MARC details
| 000 -LEADER |
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| fixed length control field |
02329cam a2200313 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
0000029613 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20230921135447.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
110608s2012 ohua b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781133274346 |
| Terms of availability |
$93.00 |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5813.U6 |
| Item number |
T46 2012 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Thorson, Esther. |
| 245 10 - TITLE STATEMENT |
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| Title |
Advertising age : |
| Remainder of title |
the principles of advertising and marketing communication at work / |
| Statement of responsibility, etc. |
Esther Thorson and Margaret Duffy. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
International ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Mason, OH : |
| Name of publisher, distributor, etc. |
South-Western Cengage Learning, |
| Date of publication, distribution, etc. |
c2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 176 p. : |
| Other physical details |
ill. ; |
| Dimensions |
28 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
What is advertising and what new forms is it taking -- Business structures in the advertising industry -- Important times in advertising history -- Ethical and regulatory contexts of advertising -- Theory about how advertising works -- Segmentation, brand positioning, and defining the brand value proposition -- Research: the magic ingredient in effective advertising -- Advertising and promotion management and planning -- Advertising planning: an international perspective -- The creative strategy of advertising messages -- Telling a story that showcases the creative strategy: creative advertising executions -- Creative copywriting -- Creative design and visuals -- Media planning -- Media planning for traditional advertising media -- Media planning for the internet and other digital media -- Promotions and their relationship to advertising -- Public relations and advertising -- Integrated marketing communication -- Advertising's future. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
The emphasis of this textbook for introductory courses is on applying research and theory to practice. Examples and outside references make the book accessible and easy to understand while rigorous in its investigation of communication practices. [From publisher description.] |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Geographic subdivision |
United States. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| Source of heading or term |
fast |
| Authority record control number or standard number |
(OCoLC)fst00797511. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication |
| General subdivision |
Marketing. |
| 651 #7 - SUBJECT ADDED ENTRY--GEOGRAPHIC NAME |
|---|
| Geographic name |
United States. |
| Source of heading or term |
fast |
| Authority record control number or standard number |
(OCoLC)fst01204155. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Duffy, Margaret. |
| 730 0# - ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
Advertising age. |
| 989 ## - |
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| -- |
20230822095114.0 |