MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02991cam a2200433 i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
21726503 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250110115434.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
200923s2022 iauab b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2020043345 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781260381894 |
| Qualifying information |
(hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781260598223 |
| Qualifying information |
(hardcover ; alk. paper) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
TUPM |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5821 |
| Item number |
W45 2022 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Weigold, Michael F., |
| Dates associated with a name |
1958- |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising / |
| Statement of responsibility, etc. |
Michael F. Weigold, William F. Arens. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Fourth edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Dubuque : |
| Name of producer, publisher, distributor, manufacturer |
McGraw-Hill , |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2022] |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiii, 458 pages : |
| Other physical details |
color illustrations, maps ; |
| Dimensions |
28 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Previously published: Dubuque : McGraw-Hill Education, [2018] under title: M. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
<br/>PART ONE: AN INTRODUCTION TO ADVERTISINGChapter 1: What Is Advertising? Chapter 2: The Environment of Advertising Chapter 3: The Business of Advertising PARTO TWO: UNDERSTANDING THE TARGET AUDIENCEChapter 4: Targeting and the Marketing Mix Chapter 5: Communication and Consumer Behavior PART THREE: THE PLANNING PROCESSChapter 6: Account Planning and Research Chapter 7: Marketing, Advertising, and IMC Planning PART FOUR: THE CREATIVE PROCESSChapter 8: Creating Ads: Strategy and Process Chapter 9: Creative Execution: Art and Copy PART FIVE: REACHING THE TARGET AUDIENCEChapter 10: Print Media Chapter 11: Audio and Video Media Chapter 12: Digital Interactive Media Chapter 13: Out-of-Home, Direct-Mail, and Promotional Product advertising PART SIX: INTEGRATING MARKETING COMMUNICATIONS ELEMENTSChapter 14: Media Planning and Buying Chapter 15 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion Chapter 16 IMC: Public Relations, Sponsorship, and Corporate Advertising |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
" Added an opening paragraph describing chapter coverage (in all chapters). A new vignette focused on Shakira's Activa ad. Updated the section that uses Coke to demonstrate the benefits of branding. Updated the timetable of advertising history. Simplified the historical eras to focus on five: early age, industrial age, golden age, postindustrial age, and global interactive age. Updated the references to Internet tools that enhance teamwork"-- |
| Assigning source |
Provided by publisher. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| General subdivision |
History. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising strategies. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Branding. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Internet tools for advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Media and communication in advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Arens, William F., |
| Relator term |
author. |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Book |
| Suppress in OPAC |
No |