Contemporary advertising / (Record no. 6376)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01846cam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0072415444 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0072451769 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 ARE |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Arens, William F. |
| 245 10 - TITLE STATEMENT | |
| Title | Contemporary advertising / |
| Statement of responsibility, etc | William F. Arens. |
| 250 ## - Edition Statement | |
| Edition statement | 8th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Boston : |
| Name of publisher | McGraw-Hill Irwin, |
| Year of publication | c2002. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | 1 v. (various pagings) : |
| Other physical details | some col. ill. ; |
| Dimensions | 29 cm. + |
| Accompanying material | 1 CD-ROM (4 3/4 in.). |
| 440 #4 - SERIES STATEMENT/ADDED ENTRY--TITLE | |
| Title | The McGraw-Hill/Irwin series in marketing |
| 500 ## - GENERAL NOTE | |
| General note | Title on CD-ROM: Student CD-ROM for use with Contemporary advertising. 8th ed. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and indexes. |
| 505 ## - Formatted Contents | |
| Formatted contents note | Advertising perspectives<br/>The dimensions of advertising<br/>The economic, social, and regulatory aspects of advertising<br/>The scope of advertising: from local to global<br/>Crafting marketing and advertising strategies<br/>Marketing and consumer behavior: the foundations of advertising<br/>Market segmentation and the marketing mix: determinants of advertising strategy<br/>Research: gathering information for advertising planning<br/>Marketing and advertising planning: top-down, bottom-up, and IMC<br/>Planning media strategy: finding links to the market<br/>Integrating advertising with other elements of the communications mix<br/>Relationship building: direct marketing, personal selling, and sales promotion<br/>Relationship building: public relations, sponsorship, and corporate advertising<br/>Creating advertisements and commercials<br/>Creative strategy and the creative process<br/>Creative execution: art and copy<br/>Producing ads for print, electronic, and digital media<br/>Using advertising media<br/>Using print media<br/>Using electronic media: television and radio<br/>Using digital interactive media and direct mail<br/>Using out-of-home, exhibitive, and supplementary media |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising. |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 11/24/2014 | TBST | 659.1 ARE | 0078881 | 1 | 12/07/2022 | Book |