MARC details
| 000 -LEADER |
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| fixed length control field |
02912nam a22002657a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
EG-NcFUE |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20251127160126.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
251113b ua|||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781266077098 |
| 040 ## - CATALOGING SOURCE |
|---|
| Language of cataloging |
eng |
| 043 ## - GEOGRAPHIC AREA CODE |
|---|
| Geographic area code |
ua |
| 082 #4 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Classification number |
659.1 WMC |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Fuller form of name |
Weigold, Michael F. |
| 245 1# - TITLE STATEMENT |
|---|
| Title |
Contemporary Advertising: |
| Remainder of title |
and integrated marketing communications/ |
| Statement of responsibility, etc |
Michael F. Weigold, William F. Arens. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
17th Edition |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
McGraw Hill, |
| Date of publication, distribution, etc |
© 2024. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxviii, 720 p. : |
| Other physical details |
illustrations (color) ; |
| 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 |
The rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising today. <br/><br/>- Our biggest changes are significantly more discussion of digital media in IMC and advertising throughout the book and specifically in the chapters on creative, media, and social media with the help of experts in these disciplines. <br/><br/>- This edition includes greater attention to ongoing issues of consumer privacy and data protection as well as ethics, diversity, and inclusion in the industry. <br/><br/>- Digital disruption is featured in new content on cable's biggest competitor, streaming or OTT video. Also, Chapter 13, formerly "Using Electronic Media: Television and Radio," is now titled "Using Audio and Video Media," reflecting how television is no longer the primary medium for video and how branded opportunities in audio include far more than radio. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Chapter 1: Advertising and IMC Today <br/><br/>Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution <br/><br/>Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects <br/><br/>Chapter 4: The Scope of Advertising: From Local to Global <br/><br/>Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC <br/><br/>Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy <br/><br/>Chapter 7: Research: Gathering Information for IMC Planning <br/><br/>Chapter 8: Marketing and IMC Planning <br/><br/>Chapter 9: Planning Media Strategy: Disseminating the Message <br/><br/>Chapter 10: Creative Strategy and the Creative Process <br/><br/>Chapter 11: Creative Execution: Art and Copy <br/><br/>Chapter 12: Advertising in Print Media <br/><br/>Chapter 13: Using Audio and Video Media <br/><br/>Chapter 14: Using Digital Interactive Media <br/><br/>Chapter 15: Social Media <br/><br/>Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media <br/><br/>Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion <br/><br/>Chapter 18: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising |
| 650 17 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
qarmk. |
| General subdivision |
Advertising. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |