| 000 -LEADER |
|---|
| fixed length control field |
02293cam a2200361 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20260318130220.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
070910s2009 njua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2007036863 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780132224154 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0132224151 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
15000820 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)173182425 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
KUSN |
| Transcribing agency |
KUSN |
| Modifying agency |
KUSN |
| Language of cataloging |
eng |
| Description conventions |
rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.W455 2009 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
21 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Moriarty, Sandra E. |
| Fuller form of name |
(Sandra Ernst) |
| 9 (RLIN) |
8715 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising : |
| Remainder of title |
principles & practice / |
| Statement of responsibility, etc |
Sandra Moriarty, Nancy Mitchell, William Wells. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
8th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Upper Saddle River, N.J. : |
| Name of publisher, distributor, etc |
Pearson Prentice Hall, |
| Date of publication, distribution, etc |
c2009. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xlvi, 640 p. : |
| Other physical details |
ill. (chiefly col.) ; |
| Dimensions |
29 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Previous editions had William Wells as first author. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 615-624) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
A passion for the business -- Introduction to advertising -- Advertising's role in marketing -- Advertising and society -- Principle : strategy is creative, too -- How advertising works -- The consumer audience -- Strategic research -- Strategic planning -- Practice : where are media heading? -- Media basics and print media -- Broadcast media -- Internet and nontraditional media -- Media planning and buying -- Principles : creativity and breakthrough advertising -- The creative side and message strategy -- Copywriting -- Design and production -- Principles : how to win the battle of the buzz -- Direct-response marketing -- Sales promotion, events, and sponsorships -- Public relations -- Special advertising campaigns -- Evaluation of effectiveness -- Appendix -- Glossary -- Credits -- Notes -- Index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 9 (RLIN) |
745 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Wells, William, |
| Dates associated with a name |
1926- |
| 9 (RLIN) |
8716 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mitchell, Nancy, |
| Dates associated with a name |
1950- |
| 9 (RLIN) |
8717 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Wells, William, |
| Dates associated with a name |
1926- |
| Title of a work |
Advertising. |
| 9 (RLIN) |
8718 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Table of contents only |
| Uniform Resource Identifier |
http://www.loc.gov/catdir/toc/ecip0727/2007036863.html |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
