MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02717cam a2200361 i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
4471201 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20180725111642.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
960524s1997 nyua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
96025413 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
007053943X (acidfree paper) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| Description conventions |
rda |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
20 |
| Item number |
R.J.A |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Rossiter, John R., |
| 9 (RLIN) |
18093 |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising communications & promotion management / |
| Statement of responsibility, etc |
John R. Rossiter, Larry Percy. |
| 246 13 - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Advertising communications and promotion management |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
McGraw-Hill Companies, |
| Date of publication, distribution, etc |
[1997] |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Date of publication, distribution, etc |
©1997 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 640 pages ; |
| Other physical details |
illustrations ; |
| Dimensions |
26 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 |
| 490 0# - SERIES STATEMENT |
|---|
| Series statement |
McGraw-Hill series in marketing |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and indexes. |
| 505 2# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 1: AC&P and marketing objectives; advertising communications and promotion; marketing objectives and budget. Part 2: target audience selection and action ojectives; behavioural sequence model for specific targetting. Part 3: communication objectives and positioning; communication objectives; choosing a positioning strategy. Part 4: creative strategy; the creative idea; creative execution tactics - branding and low-involvement persuasion; creative execution tactics - high involvement persuasion; attention and structure of ads. Part 5: integrated communication strategy; corporate advertising comunications; manufacturer's promotions; retailer's promotions; direct marketing promotions. Part 6: media strategy; advertisng and IMC media selection; media strategy - the reach pattern and effective frequency; media plan implementation. Part 7: advertising research and evaluation; advertisng strategy research; concept communications and promotion plan.<br/> |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
This text places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communications, direct-response advertising and promotions. It has a strong managerial and applied emphasis. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
This edition places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communictions, direct-response advertising, and promotions. The text has a strong managerial and applied emphasis, and covers all the core topics in advertising and advertising communications. |
| 650 04 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 9 (RLIN) |
18095 |
| 650 04 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| 9 (RLIN) |
18096 |
| 650 04 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Sales promotion. |
| 9 (RLIN) |
18097 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Percy, Larry, |
| 9 (RLIN) |
18098 |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
| Source of classification or shelving scheme |
Dewey Decimal Classification |