Advertising & IMC : (Record no. 10161)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02188nam a22003137a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180725111308.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160201s2015 maua|||| |||| 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781292017396 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1292017392 |
| 040 ## - CATALOGING SOURCE | |
| Modifying agency | FUE |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Edition number | 22 |
| Classification number | 659.1 |
| Item number | M.S.A |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Moriarty, Sandra E. |
| Fuller form of name | (Sandra Ernst) |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising & IMC : |
| Remainder of title | principles & practice / |
| Statement of responsibility, etc | Sandra Moriarty . |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 10th. ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Boston : |
| Name of publisher, distributor, etc | Pearson, |
| Date of publication, distribution, etc | c[2015] |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 669 p. : |
| Other physical details | ill. ; |
| Dimensions | 28 cm. |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content type term | text |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media type term | unmediated |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier type term | volume |
| 500 ## - GENERAL NOTE | |
| General note | Includes index. |
| 500 ## - GENERAL NOTE | |
| General note | business bookfair2016 |
| 505 #8 - FORMATTED CONTENTS NOTE | |
| Formatted contents note | BRIEF CONTENTSPART 1 Principle: Back to Basics1 Advertising 42 Brand Communication 323 Brand Communication and Society 58PART 2 Principle: Be True to Thy Brand-and Thy Consumer4 How Brand Communication Works 905 Segmenting and Targeting the Audience 1226 Strategic Research 1507 Strategic Planning 176PART 3 Practice: Developing Breakthrough Ideas in the Digital Age8 The Creative Side 2089 Promotional Writing 23810 Visual Communication 270PART 4 Principle: Media in a World of Change11 Media Basics 30412 Paid Media 33213 Owned, Interactive, and Earned Media 36814 Media Planning and Negotiation 402PART 5 Principle: IMC and Total Communication15 Public Relations 44216 Direct Response 46817 Promotions 50018 The Principles and Practice of IMC 52819 Evaluating IMC Effectiveness 558Appendix 586Glossary 591Notes 609<br/> |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Communication in marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mitchell, Nancy, |
| Dates associated with a name | 1950- |
| Relator term | author |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Wells, William, |
| Dates associated with a name | 1926- |
| Relator term | author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Acquisition method | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Commerce and business administration ( Marketing ) | Main library | Main library | B8 | 01/02/2016 | Academic bookshop | 330.00 | Purchase | 659.1 M.S.A | 00012967 | 19/02/2025 | 01/02/2016 | Books |