MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02176cam a2200397 i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
20097538 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250904204133.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
171026s2019 nyu b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2017044442 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781292262062 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0134480430 |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
|---|
| International Standard Serial Number |
9781292262062 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
20097538 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Description conventions |
rda |
| Modifying agency |
DLC |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.W455 2019 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 MOR 2019 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Moriarty, Sandra E. |
| Fuller form of name |
(Sandra Ernst) |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising & IMC : |
| Remainder of title |
principles & practice / |
| Statement of responsibility, etc. |
Sandra Moriarty, University of Colorado Boulder, Nancy Mitchell, University of Nebraska-Lincoln, Charles Wood, University of Tulsa, William Wells, University of Minnesota. |
| 246 3# - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Advertising and IMC |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
11e |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
New York, NY : |
| Name of producer, publisher, distributor, manufacturer |
Pearson, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2019] |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxx, 634 pages ; |
| Dimensions |
29 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 |
Revised edition of Advertising & IMC, [2015] |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (pages 595-608) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mitchell, Nancy, |
| Dates associated with a name |
1950- |
| 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 |
Dewey Decimal Classification |
| Koha item type |
Book |
| Suppress in OPAC |
No |
