35986841_10216840653711318_1105697261150535680_n

Advertising and promotion : (Record no. 455)

MARC details
000 -LEADER
fixed length control field 05593cam a2200337 a 4500
001 - CONTROL NUMBER
control field 664665731
003 - CONTROL NUMBER IDENTIFIER
control field OCoLC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20170211120922.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 101004s2012 nyua b 001 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2010040703
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780073404868 (alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 0073404861 (alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
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
System control number (OCoLC)664665731
Canceled/invalid control number (OCoLC)748242708
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Transcribing agency DLC
Modifying agency YDX
-- BTCTA
-- YDXCP
-- BWX
-- CDX
-- UPM
-- SIMDI
-- CIN
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5823
Item number .B387 2012
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1
Edition number 22
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Belch, George E.
Fuller form of name (George Edward),
Dates associated with a name 1951-
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 c2012
300 ## - PHYSICAL DESCRIPTION
Extent xxxiv, 828 p. :
Other physical details ill. (chiefly col.) ;
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
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Sales promotion
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Communication in marketing
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Belch, Michael A
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Books
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Shelving location Date acquired Total Checkouts Full call number Barcode Date last seen Date last borrowed Price effective from Koha item type Source of classification or shelving scheme Public note
        Centeral Library Centeral Library First floor - Management 16.11.2016 1 659.1 B.G.A 2012 14099 23.04.2019 19.02.2017 16.11.2016 Books    
        Centeral Library Centeral Library First floor - Management 18.11.2016 1 659.1 B.G.A 2012 19656 22.05.2017 08.05.2017 18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 19657 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 19658 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 24279 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 22334 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 22333 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 20753 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 19917 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 18.11.2016   659.1 B.G.A 2012 19916 18.11.2016   18.11.2016 Books Dewey Decimal Classification  
        Centeral Library Centeral Library First floor - Management 14.06.2017   659.1 B.G.A 2012 900051635 14.06.2017   14.06.2017 Compact Disk Dewey Decimal Classification 543 MGT
        Centeral Library Centeral Library First Floor - Mass communication 28.08.2017   659.1 B.G.A 2012 900049618 28.08.2017   28.08.2017 Compact Disk Dewey Decimal Classification 160 MCOM