รายละเอียดในรูปแบบ MARC
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| fixed length control field |
02740nam a22003257a#4500 |
| 001 - CONTROL NUMBER |
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| control field |
822937 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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tz |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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160924t2015 th ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780765640901 |
| 049 ## - LOCAL HOLDINGS (OCLC) |
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| Holding library |
PIMLIB |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5826.5 |
| Item number |
.K453 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Kelley, Larry D. |
| 9 (RLIN) |
48189 |
| 245 ## - TITLE STATEMENT |
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| Title |
Advertising media planning: a brand management approach |
| 246 ## - VARYING FORM OF TITLE |
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| Title proper/short title |
Advertising media planning |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
Fourth edition |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
New York ; London : |
| Name of publisher, distributor, etc. |
Routledge,Taylor & Francis Group, |
| Date of publication, distribution, etc. |
2015. |
| -- |
48192 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
351 p |
| 449 ## - |
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| -- |
New Arrivals-Sep.2016 |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Advertising media planning. |
| 9 (RLIN) |
48193 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Brand name products. |
| 9 (RLIN) |
47039 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Marketing. |
| 9 (RLIN) |
29431 |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) |
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| Topical term or geographic name as entry element |
0041 นิเทศศาสตรบัณฑิต วิชาเอกการสื่อสารองค์กรและแบรนด์ CB (ป.ตรี) |
| 9 (RLIN) |
122 |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Sheehan, Kim |
| 9 (RLIN) |
48190 |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Jugenheimer, Donald W. |
| 9 (RLIN) |
48191 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
หนังสือ |
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822937 |
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siriporn |
