MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02186nam a2200253Ia 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
NULRC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250520100712.0 |
| 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 |
9780078028960 |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
NULRC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5821 .A74 2015 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, William F. |
| Relator term |
author |
| 245 #0 - TITLE STATEMENT |
|---|
| Title |
Advertising / |
| Statement of responsibility, etc. |
William F. Arens, David H. Schaefer and Michael F. Weigold |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
2nd Edition |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
New York, NY : |
| Name of publisher, distributor, etc. |
McGraw Hill Education, |
| Date of publication, distribution, etc. |
c2015 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 463 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
28 cm. |
| 365 ## - TRADE PRICE |
|---|
| Price amount |
USD69.26 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 1: An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Part 2: Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- Part 3: The planning process -- Account planning and research -- Marketing, advertising and IMC planning -- Part 4: The creative process -- Creating ads : strategy and process -- Creative execution : art and copy -- Part 5: Reaching the target audience -- Print advertising -- Broadcast, cable and satellite media ; Television and Radio -- Digital interactive media -- Out-of-home, direct mail, and promotional products -- Part 6: Integrating marketing communications elements -- Media planning and buying -- IMC : direct marketing, personal selling, packaging, and sales promotion -- IMC : public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in Connect and through Create) |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
M: Advertising 2e was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
ADVERTISING |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Schaefer, David H.;Weigold, Michael F. |
| 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 |
