Advertising age handbook of advertising / (Αριθ. εγγραφής 138067)
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| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190316221529.0 |
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| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr cn||||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 000807s1999 ilua of 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| Canceled/invalid LC control number | 98008362 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0585189153 |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780585189154 |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 0844236705 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | N$T |
| Language of cataloging | eng |
| Description conventions | pn |
| Transcribing agency | N$T |
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| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Edition number | 21 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Lewis, Herschell Gordon, |
| Dates associated with a name | 1926-2016. |
| 9 (RLIN) | 174622 |
| Relator term | συγγραφέας. |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising age handbook of advertising / |
| Statement of responsibility, etc. | Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | Lincolnwood : |
| Name of publisher, distributor, etc. | NTC Business Books, |
| Date of publication, distribution, etc. | 1999. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 ηλεκτρονική πηγή (xi, 228 σ.) : |
| Other physical details | εικ. |
| 500 ## - GENERAL NOTE | |
| General note | Includes index. |
| 505 00 - FORMATTED CONTENTS NOTE | |
| Title | Foreword / |
| Statement of responsibility | Rance Crain -- |
| Miscellaneous information | 1. |
| Title | The purpose of advertising -- |
| Miscellaneous information | 2. |
| Title | Planning the communication -- |
| -- | Interview with Cliff Einstein -- |
| -- | Interview with C. Michael Palmer -- |
| Miscellaneous information | 3. |
| Title | Budgeting -- |
| -- | Interview with Valentine Zammit -- |
| Miscellaneous information | 4. |
| Title | Creative strategy -- |
| -- | Interview with A. Keith McCracken -- |
| Miscellaneous information | 5. |
| Title | Media -- |
| Miscellaneous information | 6. |
| Title | Production -- |
| -- | Interview with Tom Veazey -- |
| Miscellaneous information | 7. |
| Title | Testing and research -- |
| Miscellaneous information | 8. |
| Title | Evaluation: relating results to the message -- and to the objectives -- |
| Miscellaneous information | 9. |
| Title | Poised at the edge of the springboard -- |
| -- | Interview with Charles D. Peebler, Jr. -- |
| Miscellaneous information | App. A. |
| Title | Marketing to African Americans: new realities today, new visions for tomorrow / |
| Statement of responsibility | by Stedman Graham -- |
| Miscellaneous information | App. B. |
| Title | A classic agency approach to the question of compensation. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to get the results you want; identifying your product's Unique Selling Proposition (USP); choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media); testing an advertisement's potential effectiveness; and evaluating your campaign's results. |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Διαφήμιση |
| Form subdivision | Εγχειρίδια κλπ. |
| 9 (RLIN) | 174623 |
| 655 #0 - INDEX TERM--GENRE/FORM | |
| Genre/form data or focus term | Ηλεκτρονικά βιβλία |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Nelson, Carol, |
| Dates associated with a name | 1953- |
| 9 (RLIN) | 174624 |
| Relator term | συγγραφέας εισαγωγής. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Έντυπη έκδοση: |
| Main entry heading | Lewis, Herschell Gordon, 1926- |
| Title | Advertising age handbook of advertising. |
| Place, publisher, and date of publication | Lincolnwood, Ill. : NTC Business Books, 1999 |
| International Standard Book Number | 0844236705 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=23959 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Electronic Resource |
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