| 000 -LEADER |
|---|
| fixed length control field |
02418cam a2200325 a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
11863145 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20211220153951.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
991208s2000 txua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781133191421 |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
|---|
| Source |
1133191428 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.123.S54 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Shimp, Terence A. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising, promotion & other aspects of integrated marketing communications. / |
| Statement of responsibility, etc. |
Terence A. Shimp, J. Craig Andrews |
| 246 3# - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Advertising, promotion, and other aspects of integrated marketing communications. |
| 246 30 - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Advertising promotion |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
9th ed. |
| Remainder of edition statement |
(International edition) |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
London: |
| Name of publisher, distributor, etc. |
South-Western, |
| Date of publication, distribution, etc. |
2013.. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxii, 729 p. : |
| Other physical details |
ill. (some col.) ; |
| Dimensions |
29 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes glossary and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Contents: 1. The practice and environment of integrated marketing communications (IMC):An overview of integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand naming, and intellectual, property issues -- Environmental, regulatory, and ethical issues -- 2. Fundamental IMC planning background and decision: Segmentation, targeting, and positioning -- The communications process and consumer behavior -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- 3. Advertising management and new media choices: Overview of advertising management -- Effective and creative Ad messages -- Endorsers and messages appeals in advertising -- Traditional advertising media -- Online and mobile advertising -- Social media -- Direct marketing and other media -- Advertising media: planning and analysis -- Measuring Ad message effectiveness -- 4. Sales promotion management: Sales promotion overview and the role of trade promotion -- Consumer sales promotion: sampling and couponing -- Consumer sales promotion: premiums and other promotions -- 5. Other IMC tools: Public relations, word-of-mouthy influence, and sponsorships -- Packaging, point-of-purchase communications, and signage -- personal selling -- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sales promotion. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Fuller form of name |
Andrews, J. Craig |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
origcop |
| d |
3 |
| e |
ncip |
| f |
19 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
