| 000 -LEADER |
|---|
| fixed length control field |
02975nam a22002777a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20231007022857.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
210201b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0072964723 (alk. paper) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
CvSU-CCAT Campus Library. |
| Language of cataloging |
English. |
| Transcribing agency |
CvSU-CCAT Campus Library |
| Description conventions |
rda. |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
CIR HF 5821 |
| Item number |
A74 2006 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.0 |
| Item number |
Ar33c 2006 |
| Edition number |
20 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, William F., author. |
| 9 (RLIN) |
1542 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Contemporary advertising / |
| Statement of responsibility, etc. |
William F. Arens. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Tenth edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Boston : |
| Name of publisher, distributor, etc. |
McGraw-Hill/Irwin, |
| Date of publication, distribution, etc. |
c2006. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xl, 614, [80] p. : |
| Other physical details |
ill. (some col.) ; |
| Dimensions |
29 cm. |
| 490 ## - SERIES STATEMENT |
|---|
| Series statement |
The McGraw-Hill/Irwin series in marketing |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part I: Advertising Perspectives Chapter 1 What is Advertising Today? Chapter 2 The Evolution of Advertising Chapter 3 The Economic, Social and Regulatory Aspects of Advertising Chapter 4 The Scope of Advertising: From Local to Global Part II: Crafting Marketing and Advertising Strategies Chapter 5 Marketing and Consumer Behavior: The Foundations of Advertising Chapter 6 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 Research: Gathering Information for Advertising Planning Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Chapter 9 Planning Media Strategy: Finding Links to the Market Part III: Integrating Advertising With Other Elements of the Communication Mix Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 11 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Part IV: Creating Advertisements and Commercials Chapter 12 Creative Strategy and the Creative Process Chapter 13 Creative Execution: Art and Copy Chapter 14 Producing Ads for Print, Electronic and Digital Media Part V: Using Advertising Media Chapter 15 Using Print Media Chapter 16 Using Electronic Media: Television and Radio Chapter 17 Using Digital Interactive Media and Direct Mail Chapter 18 Using Out-of-Home, Exhibitive, and Supplemental Media |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
"Contemporary Advertising, 10/e" is one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns. |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
In English text. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 9 (RLIN) |
187 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| Edition |
Tenth edition. |
| Classification part |
HF 5821 A74 2006 |
| Call number prefix |
CIR |
| Source of classification or shelving scheme |
|
