MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01975nam a2200253Ia 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
NULRC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250520100638.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
250520s9999 xx 000 0 und d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9789814410151 |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
NULRC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5821 .O48 2012 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
O'Guinn, Thomas |
| Relator term |
author |
| 245 #0 - TITLE STATEMENT |
|---|
| Title |
Advertising and integrated brand promotion / |
| Statement of responsibility, etc. |
Thomas C. O'Guinn, Chris T. Allen and Richard J. Semenik |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
6th Edition / Philippine Edition |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Andover, Mass. : |
| Name of publisher, distributor, etc. |
Cengage Learning Asia Pte Ltd, |
| Date of publication, distribution, etc. |
c2012 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
683 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm. |
| 365 ## - TRADE PRICE |
|---|
| Price amount |
PHP695 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
1. The world of advertising and integrated brand promotion -- 2. The structure of the advertising and promotion Industry: Advertisers , Agencies, Media and Support Organizations -- 3. The history of advertising and brand promotion -- 4. Social, Ethical and regulatory aspects of advertising and promotion -- 5. Advertising, Integrated brand promotion and consumer behavior -- 6. Market Segmentation, positioning and the value proposition -- 7. Advertising and promotion research -- 8. Planning advertising and Integrated brand promotion -- 9. Managing Creativity in advertising and IBP -- 10. Creative Message Strategy -- 11. Executive creative -- 12. Media Planning essentials -- 13. Media Planning: Newspapers, magazines, television and radio -- 14. Media Planning: advertising and IBP in Digital/ Interactive Media -- 15. Sales promotion, point of purchase Advertising and Support Media -- 16. Event sponsorship, product placements and branded entertainment -- 17. Integrating Direct marketing and personal selling -- 18. Public relations, Influencer marketing and corporate advertising. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
It acknowledges the complexity of human communication and consumer behavior. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
ADVERSTISING -- MEDIA PLANNING |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Allen, Chris T.;Semenik, Richard J. |
| Relator term |
co-author;co-author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |
