MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02674cam a2200361 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
ocn795177856 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20240430145359.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
120816s2014 caua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2012031250 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781412997614 (pbk. : alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1412997615 (pbk. : alk. paper) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)795177856 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
| -- |
BTCTA |
| -- |
YDXCP |
| -- |
BWX |
| -- |
CDX |
| -- |
MUU |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
TSAA |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415 |
| Item number |
.B455697 2014 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) |
|---|
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
HF 5415 .B455697 2014 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) |
|---|
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
HF 5415 .B455697 2014 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Blakeman, Robyn, |
| Dates associated with a name |
1958- |
| 9 (RLIN) |
4284 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Nontraditional media in marketing and advertising / |
| Statement of responsibility, etc |
Robyn Blakeman, University of Tennessee at Knoxville. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Los Angeles : |
| Name of publisher, distributor, etc |
SAGE, |
| Date of publication, distribution, etc |
[2014]. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
vii, 255 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
23 cm |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Defining nontraditioinal media -- Marketing and advertising planning for nontraditional media -- Guerrilla marketing -- The nontraditional use of traditional media vehicles -- Nontraditional media -- Electronic media -- Social media -- Mobile media -- Out-of-home and transit -- Direct marketing and sales promotion -- The most unusual of all are often the most memorable -- Glossary -- Bibliography -- Index -- About the author. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where alternative media is headed. Key features of this book include: Specific alternative media methods are discussed in separate chapters, including electronic and social media, mobile media, out-of-home and transit media, and direct marketing and sales. ; Numerous real-world case and visual examples are provided, including augmented reality, mobile GPS couponing, interactive television, cinema advertising, live mobile billboards, poster campaigns and many more. ; Checklists are included to provide students with a step-by-step guide to how to incorporate alternative media into future marketing campaigns. ; Critical thinking questions and exercises are provided to guide students in their own alternative media marketing efforts."--Publisher's website. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing. |
| 9 (RLIN) |
4285 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 9 (RLIN) |
4286 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Alternative mass media. |
| 9 (RLIN) |
4287 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
|
| b |
09-09-13 |
| c |
09-02-13 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
| Source of classification or shelving scheme |
Library of Congress Classification |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Operator's initials, OID (RLIN) |
09-02-13 |
| Cataloger's initials, CIN (RLIN) |
m |
| First Date, FD (RLIN) |
h |