Advertising Principle & Practice (Record no. 5728)

MARC details
000 -LEADER
fixed length control field 04330nam a2200217Ia 4500
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20200130122731.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140801s2003 xx 000 0 und d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9789332574144
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1 WEL-A
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Wells, William
245 ## - TITLE STATEMENT
Title Advertising Principle & Practice
250 ## - EDITION STATEMENT
Edition statement 6th
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc Pearson Edu.
Date of publication, distribution, etc 2003
Place of publication, distribution, etc New Delhi
300 ## - PHYSICAL DESCRIPTION
Extent 599p.
500 ## - GENERAL NOTE
General note PART 1 Principle: Back to Basics<br/><br/>1 Advertising<br/>2 Brand Communication<br/>3 Brand Communication and Society<br/><br/>PART 2 Principle: Be True to Thy Brand-and Thy Consumer<br/><br/>4 How Brand Communication Works<br/>5 Segmenting and Targeting the Audience<br/>6 Strategic Research<br/>7 Strategic Planning<br/><br/>PART 3 Practice: Developing Breakthrough Ideas in the Digital Age<br/><br/>8 The Creative Side<br/>9 Promotional Writing<br/>10 Visual Communication<br/><br/>PART 4 Principle: Media in a World of Change<br/><br/>11 Media Basics<br/>12 Paid Media<br/>13 Owned, Interactive, and Earned Media<br/>14 Media Planning and Negotiation<br/><br/>PART 5 Principle: IMC and Total Communication<br/><br/>15 Public Relations<br/>16 Direct Response<br/>17 Promotions<br/>18 The Principles and Practice of IMC<br/>19 Evaluating IMC Effectiveness<br/>Appendix<br/>Glossary<br/>Notes "<br/> <br/><br/>Salient Features<br/>"1) Increased Integrated Marketing Communication (IMC) Focus. The word "advertising" has come to refer to a variety of marketing communication tools and functions. The broader focus of IMC in this edition includes all the various forms of marketing communication—multi-platform, as well as multimedia— and the discussion is embedded seamlessly throughout the book.<br/>2) The Ten Key IMC-based Principles: With an increased emphasis on IMC in the ninth edition, this text has also developed a set of ten key IMC-based principles for brand communication. These principles evolve within the chapters as various IMC concepts are introduced, explained, and come together as a set in a much revised<br/>3) Chapter 18: Special Advertising Campaigns: This IMC wrap-up chapter explains IMC campaigns and distinguishes campaigns from the managementof a Total Communication program.<br/>4) Emphasize the importance of the brand--Increased Brand Focus: Instead of presenting advertising as an isolated piece of the marketing puzzle, this text has increased its emphasis on the importance of advertising in relation to brand communication.<br/>5) Highlight the social media revolution--New Interactive and Social Media Discussions: Today's social media revolution marks a major change in the way advertising operates. The impact and implications of this shift—from company-controlled to consumer-controlled media—is highlighted and explained throughout this text.<br/>6) Present the tried and true concepts: New Emphasis on Enduring Principles in a Changing Industry. Although the marketing communication environment is ever-changing, this text also highlights the basic, timeless principles of advertising and marketing communication. These enduring principles are woven throughout this text.<br/>7) Focus on ethics: New Principled Practice boxes. In previous editions, the ethics discussions appeared in the Matter of Principle and Matter of Practice boxes. In the ninth edition, the ethics discussions are now in a separate feature—the Principled Practice boxes—to help students think critically about current issues in the industry.<br/>8) Provide the opportunity for hands-on application: New Pedagogical Tools. A new award-winning American Advertising Federation National Student Advertising Competition (AAF NSAC) case for the Century Council appears in the appendix, along with questions referring to the case at the end of each chapter.<br/>9) Brand Revive is a new assignment at the end of each chapter that guides students through the activities involved in developing a brand campaign plan—in this case for some older, perhaps forgotten brand that needs a new lease for space in the minds of consumers. If students complete this assignment, they will develop a campaign plan for their portfolio."<br/>
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element ABS
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Burnett, John
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="https://books.google.co.in/books?id=WJaKDK9u7g4C&pg=PA164&dq=Advertising+Principle+%26+Practice+by+burnett&hl=en&sa=X&ved=0ahUKEwi2yYy23qrnAhVUmuYKHXeBClYQ6AEIKjAA#v=onepage&q=Advertising%20Principle%20%26%20Practice%20by%20burnett&f=false">https://books.google.co.in/books?id=WJaKDK9u7g4C&pg=PA164&dq=Advertising+Principle+%26+Practice+by+burnett&hl=en&sa=X&ved=0ahUKEwi2yYy23qrnAhVUmuYKHXeBClYQ6AEIKjAA#v=onepage&q=Advertising%20Principle%20%26%20Practice%20by%20burnett&f=false</a>
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Uniform Resource Identifier Price effective from Koha item type
    Dewey Decimal Classification   Not For Loan Reference Amity Central Library Amity Central Library ABS 31/05/2011 275.00   659.1WEL-A 2905ABS 23/08/2014 https://epgp.inflibnet.ac.in/Home/Download 31/05/2011 Reference Book
Web Counter

Powered by Koha