Strategic advertising management/ (Record no. 186123)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 00374nam a2200145Ia 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0199605580 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | CUS |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | LAR/S |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Percy, Larry. |
| 245 #0 - TITLE STATEMENT | |
| Title | Strategic advertising management/ |
| Statement of responsibility, etc. | Larry Percy, John R. Rossiter, Richard Elliott. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 4th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | New York: |
| Name of publisher, distributor, etc. | Oxford University Press, |
| Date of publication, distribution, etc. | 2012. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxiii, 389 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION; <br/><br/>1. What are Advertising and Promotion <br/><br/>2. Perspectives on Advertising <br/><br/>PART TWO: PLANNING CONSIDERATIONS<br/><br/>3. What it Takes for Successful Advertising and Promotion<br/><br/>4. Understanding Cultural Differences <br/><br/>5. The Strategic Planning Process<br/><br/> PART THREE: DEVELOPING THE STRATEGIC PLAN;<br/><br/>6. Selecting the Target Audience <br/><br/>7. Understanding the Best Positioning <br/><br/>8. Determining the Best Positioning <br/><br/>9. Developing Communications Strategy <br/><br/>10. Setting the Media Strategy <br/><br/>PART FOUR: MAKING IT WORK; <br/><br/>11. Processing the Message <br/><br/>12. Creative Tactics <br/><br/>13. Creative Execution<br/><br/> PART FIVE: INTEGRATING ADVERTISING AND PROMOTION;<br/><br/>14. Message Delivery Options <br/><br/>15. Putting it All Together |
| 650 ## - SUBJECT | |
| Keyword | Strategic planning |
| 650 ## - SUBJECT | |
| Keyword | Advertising--Management |
| 650 ## - SUBJECT | |
| Keyword | Sales promotion |
| 650 ## - SUBJECT | |
| Keyword | Communication in marketing |
| 650 ## - SUBJECT | |
| Keyword | Advertising |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Elliott, Richard H. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Rossiter, John R. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | General Books |
| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Full call number | Accession number | Date last seen | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Central Library, Sikkim University | Central Library, Sikkim University | General Book Section | 29/08/2016 | 659.1 LAR/S | P41137 | 29/08/2016 | General Books |