MARC details
| 000 -LEADER |
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| fixed length control field |
05970cam a2200421 a 4500 |
| 001 - CONTROL NUMBER |
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| control field |
ocn664665731 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240430145529.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
101004s2012 nyua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2010040703 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780073404868 (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0073404861 (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780071314404 (global ed. : pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0071314407 (global ed. : pbk.) |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
<a href="(OCoLC)664665731">(OCoLC)664665731</a> |
| Canceled/invalid control number |
(OCoLC)748242708 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
| -- |
BTCTA |
| -- |
YDXCP |
| -- |
BWX |
| -- |
CDX |
| -- |
UPM |
| -- |
SIMDI |
| -- |
H9Z |
| -- |
OCLCF |
| -- |
UVV |
| -- |
OCLCQ |
| 049 ## - LOCAL HOLDINGS (OCLC) |
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| Holding library |
TSAA |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5823 |
| Item number |
.B387 2012 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) |
|---|
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
HF 5823 .B387 2012 |
| 090 ## - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) |
|---|
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
HF 5823 .B387 2012 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, George E. |
| Fuller form of name |
(George Edward), |
| Dates associated with a name |
1951- |
| 9 (RLIN) |
1724 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising and promotion : |
| Remainder of title |
an integrated marketing communications perspective / |
| Statement of responsibility, etc |
George E. Belch & Michael A. Belch. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
9th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
McGraw-Hill/Irwin, |
| Date of publication, distribution, etc |
©2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxiv, 828 pages : |
| Other physical details |
illustrations (chiefly color) ; |
| Dimensions |
29 cm |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Note continued: Premiums -- Contests and Sweepstakes -- Refunds and Rebates -- Bonus Packs -- Price-Off Deals -- Loyalty Programs -- Event Marketing -- Summary of Consumer-Oriented Promotions and Marketer Objectives -- Trade-Oriented Sales Promotion -- Objectives of Trade-Oriented Sales Promotion -- Types of Trade-Oriented Promotions -- Coordinating Sales Promotion with Advertising and Other IMC Tools -- Budget Allocation -- Coordination of Ad and Promotion Themes -- Media Support and Timing -- Sales Promotion Abuse -- 17. Public Relations, Publicity, And Corporate Advertising -- Public Relations -- The Traditional Definition of PR -- The New Role of PR -- Integrating PR into the Promotional Mix -- Marketing Public Relations Functions -- The Process of Public Relations -- Determining and Evaluating Public Attitudes -- Establishing a PR Plan -- Developing and Executing the PR Program -- Advantages and Disadvantages of PR -- Measuring the Effectiveness of PR -- Publicity -- The Power of Publicity -- The Control and Dissemination of Publicity -- Advantages and Disadvantages of Publicity -- Measuring the Effectiveness of Publicity -- Corporate Advertising -- Objectives of Corporate Advertising -- Types of Corporate Advertising -- Advantages and Disadvantages of Corporate Advertising -- Measuring the Effectiveness of Corporate Advertising -- pt. Six Monitoring, Evaluation, and Control -- 18. Measuring the Effectiveness of the Promotional Program -- Arguments For and Against Measuring Effectiveness -- Reasons to Measure Effectiveness -- Reasons Not to Measure Effectiveness -- Conducting Research to Measure Advertising Effectiveness -- What to Test -- When to Test -- Where to Test -- How to Test -- The Testing Process -- Concept Generation and Testing -- Rough Art, Copy, and Commercial Testing -- Pretesting of Finished Ads -- Market Testing of Ads -- Establishing a Program for Measuring Advertising Effects -- Problems with Current Research Methods -- Essentials of Effective Testing -- Measuring the Effectiveness of Other Program Elements -- Measuring the Effectiveness of Sales Promotions -- Measuring the Effectiveness of Nontraditional Media -- Measuring the Effectiveness of Sponsorships -- Measuring the Effectiveness of Other IMC Program Elements -- pt. Seven Special Topics and Perspectives -- 19. International Advertising and Promotion -- The Importance of International Markets -- The Role of International Advertising and Promotion -- The International Environment -- The Economic Environment -- The Demographic Environment -- The Cultural Environment -- The Political/Legal Environment -- Global versus Localized Advertising -- Advantages of Global Marketing and Advertising -- Problems with Global Advertising -- When Is Globalization Appropriate? -- Global Products, Local Messages -- Decision Areas in International Advertising -- Organizing for International Advertising -- Agency Selection -- Advertising Research -- Creative Decisions -- Media Selection -- The Roles of Other Promotional Mix Elements in International Marketing -- Sales Promotion -- Public Relations -- Digital Media -- 20. Regulation of Advertising and Promotion -- Self-Regulation -- Self-Regulation by Advertisers and Agencies -- Self-Regulation by Trade Associations -- Self-Regulation by Businesses -- The National Advertising Review Council and the NAD/NARB -- Self-Regulation by Media -- Appraising Self-Regulation -- Federal Regulation of Advertising -- Advertising and the First Amendment -- Background on Federal Regulation of Advertising -- The Federal Trade Commission -- The Concept of Unfairness -- Deceptive Advertising -- The FTC's Handling of Deceptive Advertising Cases -- Developments in Federal Regulation by the FTC -- Additional Federal Regulatory Agencies -- The Lanham Act -- State Regulation -- Regulation of Other Promotional Areas -- Sales Promotion -- Marketing on the Internet -- 21. Evaluating the Social, Ethical, And Economic Aspects of Advertising and Promotion -- Advertising and Promotion Ethics -- Social and Ethical Criticisms of Advertising -- Advertising as Untruthful or Deceptive -- Advertising as Offensive or in Bad Taste -- Advertising and Children -- Social and Cultural Consequences -- Summarizing Social Effects -- Economic Effects of Advertising -- Effects on Consumer Choice -- Effects on Competition -- Effects on Product Costs and Prices -- Summarizing Economic Effects -- 22. Personal Selling (Online). |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 9 (RLIN) |
1725 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Sales promotion. |
| 9 (RLIN) |
1726 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| 9 (RLIN) |
1727 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| Source of heading or term |
fast |
| 9 (RLIN) |
1725 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication in marketing. |
| Source of heading or term |
fast |
| 9 (RLIN) |
1727 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Sales promotion. |
| Source of heading or term |
fast |
| 9 (RLIN) |
1726 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Belch, Michael A. |
| 9 (RLIN) |
1728 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
40836 |
| b |
09-01-14 |
| c |
09-01-14 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Item type |
Books |
| Source of classification or shelving scheme |
Library of Congress Classification |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Operator's initials, OID (RLIN) |
09-01-14 |
| Cataloger's initials, CIN (RLIN) |
m |
| First Date, FD (RLIN) |
h |