Advertising/ (Record no. 14090)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02497nam a2200229 a 4500 |
| 001 - CONTROL NUMBER | |
| control field | vtls000006450 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | VRT |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250102223923.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 090323 | 000 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781844801602 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1844801608 |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] | |
| Level of rules in bibliographic description | 201402040141 |
| Level of effort used to assign nonsubject heading access points | VLOAD |
| Level of effort used to assign subject headings | 201008020952 |
| Level of effort used to assign classification | malmash |
| Level of effort used to assign subject headings | 200904051140 |
| Level of effort used to assign classification | lib01 |
| Level of effort used to assign subject headings | 200903250953 |
| Level of effort used to assign classification | venkatrajand |
| -- | 200903231324 |
| -- | lib01 |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5823 |
| Item number | .Y478 2006 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Yeshin, Tony |
| 9 (RLIN) | 32416 |
| 245 1# - TITLE STATEMENT | |
| Title | Advertising/ |
| Statement of responsibility, etc. | Tony Yeshin |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Name of publisher, distributor, etc. | Thomson، |
| Date of publication, distribution, etc. | c2006. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 465 p: |
| Other physical details | ؛ill |
| Dimensions | 24cm |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 1. The Advertising Context. 2. The Theoretical Background to Advertising - How Advertising Works. 3. The Impostance of Integrated marketing Communications. 4. The Importance of Branding and the Advertising Contribution. 5. Agency Structures and the Client/Agency Relationship. 6. Analysing the Advertising Audience. 7. The Roles of Segmentation, Targeting and Positioning. 8. The Contribution of Market Research. 9. Defining Advertising Objectives and Strategy. 10. Creative Strategy and Tactics. 11. Media Planning, Objectives and Strategy. 12. Other areas of Advertising. 13. The Development of International Advertising. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice and academe. Following several years in the advertising profession with both large international agencies as well as smaller operations, his client experience is wide-ranging. During his career he handled an extensive variety of Client companies from Procter & Gamble and Texaco to Jaffa, Royal Caribbean Cruise Lines and General Foods. His experience ranges across F.M.C.G. to Leisure and Tourism, as well as non-profit organisations. For the past 11 years he has been a Senior Lecturer in Marketing at the University of Greenwich, where he has been responsible for the development of programmes both at undergraduate and post-graduate levels within the field of Marketing Communications. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | marketing -- |
| General subdivision | advertisment |
| 9 (RLIN) | 32417 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Suppress in OPAC | No |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Library | Library | First Floor | 21/12/2024 | HF5823 .Y478 2006 | 9682 | 21/12/2024 | 1 | 21/12/2024 | Books |