Advertising / (Record no. 263)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01616nam a2200241 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MIUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190425142409.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 150109s2011 enka|||| |||| 001 | eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781844801602 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MIUC |
| Language of cataloging | eng |
| Transcribing agency | MIUC |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 1437 |
| Personal name | Yeshin, Tony |
| 952 ## - Items | |
| Itemnumber | 308 |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising / |
| Statement of responsibility, etc. | Tony Yeshin. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | [Hampshire] : |
| Name of publisher, distributor, etc. | Cengage Learning, |
| Date of publication, distribution, etc. | 2011. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxvii, 465 p. : |
| Other physical details | ill. ; |
| Dimensions | 26 cm |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 1. The advertising context -- <br/>2. The theoretical background to advertising: how advertising works -- <br/>3. The importance of integrated marketing communications (IMC) -- <br/>4. The importance of branding and the advertising contribution -- <br/>5. Agency structures and the client/agency relationship -- <br/>6. Analysing the advertising audience -- <br/>7. The roles of segmentation, targeting and positioning -- <br/>8. The contribution of market research -- <br/>9. Defining advertising objectives and strategy -- <br/>10. Creative strategy and tactics -- <br/>11. Media planning, objectives and strategy -- <br/>12. Other areas of advertising -- <br/>13. The development of international advertising. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 1343 |
| Topical term or geographic name entry element | Advertising |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 1343 |
| Topical term or geographic name entry element | Advertising |
| Geographic subdivision | Great Britain |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 1343 |
| Topical term or geographic name entry element | Advertising |
| Geographic subdivision | Europe |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marbella International University Centre | Marbella International University Centre | Library | 04/06/2018 | 659.1 YES adv | 04/06/2018 | 04/06/2018 | Books |