MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02434nam a22003734i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
14059398 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20180725112136.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
050801s2006 ohua f b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2005931612 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0324322712 (pbk.) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)ocm62331222 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
EKL |
| Transcribing agency |
EKL |
| Modifying agency |
DLC |
| Description conventions |
rda |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
lccopycat |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
21 |
| Classification number |
659.113 |
| Item number |
P.D.A. |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Parente, Donald. |
| 9 (RLIN) |
12446 |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising campaign strategy : |
| Remainder of title |
a guide to marketing communication plans / |
| Statement of responsibility, etc |
Donald E. Parente. |
| 246 30 - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Guide to marketing communication plans |
| 246 30 - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Marketing communication plans |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Fourth edition |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Mason, Ohio : |
| Name of publisher, distributor, etc |
Thomson/South-Western, |
| Date of publication, distribution, etc |
c2006. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxvi, 400 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 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 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 8# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
CHAPTER 1<br/>Advertising from a Marketing Communications Perspective 1<br/>CHAPTER 2<br/>The Research Foundation Part One: Understanding Clients<br/>and Buyers 29<br/>CHAPTER 3<br/>The Research Foundation Part Two: Market Product,<br/>and Competitive Analyses 65<br/>CHAPTER 4<br/>Appraising Opportunities and Setting Objectives 95<br/>CHAPTER 5<br/>Building the Marketing Communication Strategy 119<br/>CHAPTER 6<br/>Developing a Creative Strategy that Moves People 155<br/>CHAPTER 7<br/>Communication Planning: Media Strategy and Tactics 187<br/>CHAPTER 8<br/>Integrated Communications 225<br/>CHAPTER 9<br/>Enhancing the Marketing Communication Mix 255<br/>CHAPTER 10<br/>Evaluating the Effectiveness of the Campaign 293<br/>CHAPTER 11<br/>Preparing the Plans Book 317<br/>CHAPTER 12<br/>Preparing a Winning Presentation 349 |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
This leading text not only illustrates what effective advertising campaigns are, but also demonstrates how to successfully execute them. A comprehensive and detailed campaign guide is outlined to take students step-by-step through the advertising process. Nine out of the top 10 Advertising and Journalism schools in the US use Parente's Advertising Campaign Strategy. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising campaigns. |
| 9 (RLIN) |
12447 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| 9 (RLIN) |
12448 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Table of contents |
| Uniform Resource Identifier |
<a href="http://www.loc.gov/catdir/toc/fy0605/2005931612.html">http://www.loc.gov/catdir/toc/fy0605/2005931612.html</a> |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
copycat |
| d |
3 |
| e |
epcn |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |