MARC details
| 000 -LEADER |
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| fixed length control field |
02080cam a22003257i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240731155853.0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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| fixed length control field |
ta |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
170914s2018 caua b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781473997998 (paperback) |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
YDX |
| Language of cataloging |
eng |
| Transcribing agency |
TUP-M |
| Description conventions |
rda |
| Modifying agency |
TXI |
| -- |
DLC |
| -- |
TUPM |
| 050 #0 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF |
| Item number |
5823 H33 2018 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hackley, Christopher E., |
| Relator term |
author. |
| 245 00 - TITLE STATEMENT |
|---|
| Title |
Advertising & promotion / |
| Statement of responsibility, etc. |
Chris Hackley and Rungpaka Amy Hackley. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
4th edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Los Angeles : |
| Name of producer, publisher, distributor, manufacturer |
SAGE Publications, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 370 pages : |
| Other physical details |
color illustrations ; |
| Dimensions |
24 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (pages 343-362) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Advertising and promotion under convergence -- Advertising theory -- Brands and promotional communication -- The creative agency model -- Strategy and creativity -- Media and audience planning -- Non-advertising promotion -- Global advertising strategy -- Brands on the defensive: ethics and regulation for advertising -- Advertising research. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. "Snapshots" bring in aspects of cross-cultural advertising such as Barbie in China. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| General subdivision |
Social aspects. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sales promotion. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| General subdivision |
Brand name products. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hackley, Rungpaka Amy, |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Book |