Contemporary advertising / (Record no. 508)

MARC details
000 -LEADER
fixed length control field 02958nam a22002777a 4500
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20231007015934.0
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 9780071115377
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 A74c 2006
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1
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, Mass. :
Name of publisher, distributor, etc. McGraw-Hill,
Date of publication, distribution, etc. c2006.
300 ## - PHYSICAL DESCRIPTION
Extent xl, 614 [80] p. ;
Other physical details color illustrations ;
Dimensions 28 cm.
490 ## - SERIES STATEMENT
Series statement 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 authors 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 A74c 2006
Call number prefix CIR
Source of classification or shelving scheme Library of Congress Classification
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Coded location qualifier Cost, normal purchase price Full call number Barcode Date last seen Copy number Price effective from Koha item type
    Library of Congress Classification     Book Cavite State University - CCAT Campus Cavite State University - CCAT Campus GCS 01/12/2009 Purchased GCS 3259.00 CIR HF 5821 A74c 2006 R0009155 10/15/2025 1 02/02/2021 Book