MARC details
| 000 -LEADER |
|---|
| fixed length control field |
00997cam a22002654a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781412918862 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781412918879 |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
CUS |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Item number |
TEL/S |
| 245 04 - TITLE STATEMENT |
|---|
| Title |
The SAGE handbook of advertising/ |
| Statement of responsibility, etc. |
edited by Gerald J. Tellis, Tim Ambler. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc. |
Los Angeles: |
| Name of publisher, distributor, etc. |
Sage Publications, |
| Date of publication, distribution, etc. |
2007. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 491 p.: |
| Other physical details |
ill.; |
| Dimensions |
26 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Overview. Handbook of advertising / Gerard J. Tellis, Tim Ambler -- Brief history of advertising / Colin McDonald and Jane Scott -- Integrated marketing communications: provenance, practice and principles / Prasad A. Naik -- Advertising and brand equity / Kevin Lane Keller -- How advertising works. Understanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength / Derek D. Rucker, Richard E. Petty, Joseph R. Priester -- Reinforcement and low attention processing / Robert Heath -- Role of consumer memory in advertising / Nicole Votolato Montgomery, H. Rao Unnava -- Emotions in advertising / David W. Stewart, Jon Morris, Aditi Grover -- Metaphor in advertising / Gerald Zaltman, Dara MacCaba -- Advertising practice. Client/agency relationships / David Wethey -- Creative brief and its strategic role in the campaign development process / Richard Storey, Edith Smit -- Account planning : its history and its significance for ad agencies / Paul Feldwick -- Learning from case studies of effectiveness / Peter Field -- Analysis. Pretesting : "before the rubber hits the road" / Rik Pieters, Michel Wedel -- Advertising tracking / Seema Pai, S. Siddarth, Suresh Divakar -- Advertising response models / Marnik G. Dekimpe, Dominique M. Hanssens -- Advertising effectiveness in contemporary markets / Gerard J. Tellis -- Planning. Advertising creativity : balancing surprise and regularity / Jacob Goldenberg, David Mazursky -- Media planning / Peter J. Danaher -- Fresh view of the advertising budget process / Paul W. Farris, Douglas C. West -- Essentials of planning media schedules / Demetrios Vakratsas, Prasad A. Naik -- Peer -- to -- peer media opportunities / Caroline Graham Austin, George M. Zinkhan, Ji Hee Song -- Communication and new product adoption / Donald R. Lehmann, Dina Mayzlin -- Advertising environment. Advertising regulation / Jef I. Richards, Ross D. Petty -- Advertising ethics : a multi- level theory approach / Minette E. Drumwright -- Advertising across cultures / Susan P. Douglas, C. Samuel Craig -- Advertising to vulnerable segments / Carolyn Bonifield, Catherine Cole -- Advertising, consumption and welfare / Thomas C. O'Guinn -- Advertisings' performance in a market system / William L. Wilkie, Elizabeth S. Moore. |
| 650 #0 - SUBJECT |
|---|
| Keyword |
Advertising. |
| 650 #0 - SUBJECT |
|---|
| Keyword |
Advertising -- Handbooks, manuals, etc. |
| 650 #0 - SUBJECT |
|---|
| Keyword |
BUSINESS & ECONOMICS -- Advertising & Promotion. |
| 650 #0 - SUBJECT |
|---|
| Keyword |
Reclame. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Tellis, Gerard J., ed. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ambler, Tim, ed. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Reference Books |
