MARC Record from marc_columbia

LEADER: 02215cam a22003254a 4500
001 4138043
005 20221027043528.0
008 020318t20032003njua b 001 0 eng
010 $a 2002021433
020 $a0130477222
035 $a(OCoLC)ocm49375454
035 $a(NNC)4138043
035 $a4138043
040 $aDLC$cDLC$dOrLoB-B
042 $apcc
050 00 $aHF5823$b.W455 2003
082 00 $a659.1$221
100 1 $aWells, William,$d1926-$0http://id.loc.gov/authorities/names/n88056610
245 10 $aAdvertising :$bprinciples & practice /$cWilliam Wells, John Burnett, Sandra Moriarty.
250 $a6th ed.
260 $aUpper Saddle River, N.J. :$bPrentice Hall,$c[2003], ©2003.
300 $axxxii, 599 pages :$bcolor illustrations ;$c28 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
504 $aIncludes bibliographical references and index.
505 00 $gPt. I.$tAdvertising Foundations and Environment -- $g1.$tIntroduction to Advertising -- $g2.$tAdvertising and Society: Ethics, Regulation, and Social Responsibility -- $g3.$tAdvertising and the Marketing Process -- $gPt. II.$tAdvertising Background, Planning, and Strategy -- $g4.$tThe Consumer Audience -- $g5.$tAccount Planning and Research -- $g6.$tHow Advertising Works -- $g7.$tAdvertising Planning and Strategy -- $gPt. III.$tAdvertising Media -- $g8.$tMedia Planning and Buying -- $g9.$tPrint Media -- $g10.$tBroadcast and Interactive Online Media -- $gPt. IV.$tCreative Advertising -- $g11.$tThe Creative Side of Advertising -- $g12.$tCopywriting -- $g13.$tDesign and Production -- $g14.$tDirect-Response Marketing -- $gPt. V.$tIntegrating Marketing Communication Elements -- $g15.$tSales Promotion -- $g16.$tPublic Relations -- $g17.$tRetail and Business-to-Business Advertising -- $g18.$tInternational Advertising -- $g19.$tThe Integrated Campaign.$gApp.$tThe Hallmark Brand Insistence IMC Campaign.
650 0 $aAdvertising.$0http://id.loc.gov/authorities/subjects/sh85001086
700 1 $aBurnett, John,$d1944-$0http://id.loc.gov/authorities/names/n88056611
700 1 $aMoriarty, Sandra E.$q(Sandra Ernst)$0http://id.loc.gov/authorities/names/n85068294
852 00 $boff,bus$hHF5823$i.W455 2003