Advertising: principles & practice
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
2000
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| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 562 S. Ill., graph. Darst. |
| ISBN: | 0130835714 |
Internformat
MARC
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| 001 | BV012921958 | ||
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| 100 | 1 | |a Wells, William |d 1926- |e Verfasser |0 (DE-588)131677985 |4 aut | |
| 245 | 1 | 0 | |a Advertising |b principles & practice |c William Wells ; John Burnett ; Sandra Moriarty |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Prentice Hall |c 2000 | |
| 300 | |a XVII, 562 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Advertising | |
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| 700 | 1 | |a Moriarty, Sandra E. |d 1943- |e Verfasser |0 (DE-588)124464866 |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-008796791 | ||
Datensatz im Suchindex
| _version_ | 1804127610644463616 |
|---|---|
| adam_text | Brief Contents
About the Authors xvii
Preface xviii
part I Advertising Foundations and Environment
1 Introduction to Advertising 1
2 Advertising and Society: Ethics, Regulation, and Social Responsibility 29
3 Advertising and the Marketing Process 61
part II Advertising Background, Planning, and Strategy
4 The Consumer Audience 89
5 Account Planning and Research 117
6 How Advertising Works 145
7 Advertising Planning and Strategy 169
part III Advertising Media
8 Media Planning and Buying 193
9 Print Media 225
10 Broadcast and Interactive Online Media 255
part IV Creating Advertising
11 The Creative Side of Advertising 287
12 Creating Print Advertising 313
13 Creating Broadcast Advertising 345
14 Direct Response Marketing 373
Part V Integrating Marketing Communication Elements
15 Promotions 401
16 Public Relations 429
17 Retail and Business to Business Advertising 457
18 International Advertising 483
19 The Integrated Campaign 505
Appendix: The Hallmark Brand Insistence IMC Campaign 529
Glossary 535
Credits 543
Index 545
Contents
About the Authors xvii
Preface xviii
part I Advertising Foundations and Environment
chapter 1 ^Introduction to ^STuuertising 1
Take 1: Setting Sale on the Titanic 2
What Makes an Ad Great? 3
Characteristics of Great Ads, 3
The World of Advertising 6
Defining Advertising, 6 • Types of Advertising, 6 Roles of
Advertising, 8 • Functions of Advertising, 11
The Five Players of Advertising 12
The Advertiser, 12 • The Advertising Agency, 12 • The Media, 13 •
Vendors, 14 • The Target Audience, 14
The Evolution of Advertising 14
The Age of Print, 16 • The Industrial Revolution and Emergence
of Consumer Society, 16 Modern Advertising: Agencies,
Science, and Creativity, 17
Current Advertising Issues 22
Interactive Advertising, 22 * Integrated Marketing
Communication, 22 « Globalization, 23 • Niche Marketing, 23 •
Consumer Power, Relationship Marketing, and Customization, 24
It s a Wrap: Advertising and Titanic 24
Summary 24
HANDS ON CASE: Long Distance Rivals Slug It Out 26
chapter 2 ^Tcwei lisinci ana — Society: C^tliicS.
iKegutation, and Social t eSfJOnjioiiitij 29
Take 2: Pin on a Pink Ribbon 30
Advertising and Society 30
Ethical Criteria, 30 • The Problem of Being Ethical, 32
Ethical Issues in Advertising 34
Puffery, 34 • Taste and Advertising, 34 • Stereotyping in
Advertising, 37 • Advertising to Children, 39 • Advertising
Controversial Products, 40 • Subliminal Advertising, 41
Advertising s Legal and Regulatory Environment 42
Federal Case Law Affecting Advertising 42
First Amendment Case Law, 42 • Privacy Case Law
Developments: Online Advertising, 43
Advertising and the Federal Trade Commission 44
Deception, 45 • Reasonable Basis for Making a Claim, 46 •
Comparative Advertising, 46 • Endorsements, 47 •
Demonstrations, 48 • FTC Deceptive and Unfair Advertising
Remedies, 48
vii
viii Contents
Advertising and Other Regulatory Agencies 51
Food and Drug Administration, 51 • Federal Communication
Commission, 51 • Additional Federal Regulatory Agencies, 51
Social Responsibility and Self Regulation 52
Self Discipline, 53 • Pure Self Regulation and Co Opted
Self Regulation, 53 • Local Regulation, 54 • Media Regulation
and Advertising, 54
It s a Wrap: The Connecticut Breast Cancer Campaign 55
Summary 55
HANDS ON CASE: Keeping Things Private on the Web 57
chapter 3 ^TCiicrtLiina ana I lie 11 larhctina
jroceM 61
Take 3: Melting Trade Resistance at Prestone 62
What Is Marketing? 62
The Marketing Plan, 63 Advertising s Role in the Marketing
Plan, 63 • Types of Markets, 64 • Approaching the Market, 65
The Marketing Concept and Relationship Marketing 67
The Four Tools of Marketing 68
Product, 69 • Channel of Distribution, 72 • Pricing, 74
Ad Agencies: Combining Marketing and Advertising 77
Why Hire an Agency?, 79 • Types of Agencies, 79 • How Agencies
Are Organized, 80 • How Agencies Are Paid, 82 • The Effect of
Technological Changes on Agencies, 83
It s a Wrap: Melting Trade Resistance at Prestone 83
Summary 84
Hallmark Build A Campaign Projects 85
VIDEO CASE: Mad Dogs Englishmen 86
part II Advertising Background, Planning,
and Strategy
chapter H ^y/w L_.oiKinmi r.. titdicnte 89
Take 4: Caught in the Net: Southwestern Bell s
Second Line Campaign 90
Consumer Behavior 90
The Consumer Audience, 91 • The Target Market, 91
Social and Cultural Influences on Consumers 92
Culture, 92 • Social Class, 94 • Reference Groups, 95 •
Family, 95 • Demographics, 96 • Geographic Location, 101
Psychological Influences on Consumers 102
Perception, 102 • Learning, 104 • Motivation and Needs, 106 •
Attitudes, 107 • Personality, 109 • Combining All the Personal
Factors: Psychographics, 109
The Decision Process 112
Low and High Involvement Decision Processes, 112 • Steps in
the Decision Process, 112
It s a Wrap: Caught in the Net 113
Summary 114
Contents ix
Hallmark Build A Campaign Projects 115
HANDS ON CASE: Women and the Web 115
chapter 5 _ ucotuxi j UiniUHij ami /^.c.U iircl) 117
Take 5: United Rises to the Challenge 118
Research and Account Planning: The Quest for Intelligence
and Insight 118
Strategic Research Versus Evaluative Research 119
Strategic Research, 119 Primary Research Suppliers, 121 •
Advertisers Research Departments and the Shift to Account
Planning, 122 • Who Organizes the Facts? 124
The Strategy Document 125
Marketing Objective, 125 • The Product, 125 • The Target
Audience, 125 • Promise and Support, 126 • Brand
Personality, 126 • Strategy Statement, 127
Message Development Research 128
Diagnostic Research and Early Feedback, 128 • Communication
Tests, 131
Evaluative Research 131
Memory Tests, 132 • Persuasion Tests, 133 • Direct Response
Counts, 134 • Communication Tests, 134 • Frame by Frame
Tests, 136 • In Market Tests, 136 • Substitutes for ln Market
Tests, 136 • Brand Tracking, 137 • Implications of Evaluative
Research, 138
Research Challenges 139
Globalization, 139 • New Media Technology, 139 • Virtual
Research, 139
It s a Wrap: Rising to the Challenge 140
Summary 141
Hallmark Build A Campaign Projects 142
HANDS ON CASE: Research on the Hog 143
CHAPTER 6 ~Jf(H ^/(/l ( l fl ilUf I I Or/.1.) 145
Take 6: Keeping Your Cool with the Dual Cool Maytag
Refrigerator 146
Advertising s Impact 146
The External Environment of the Advertising Process, 147 • The
Internal Environment of the Advertising Process, 147
The Psychology of Advertising: Message Reception 151
Perception: Creating Stopping Power, 151 • Awareness: Making
an Impression, 153 • Understanding: Making It Clear, 156 •
Persuasion: Attitude Change and Trial, 157 • Memorability:
Locking Power, 160
How Brands Work 163
Brand Image, 163 • Promise, 164 • Building a Brand s Equity, 164
Creativity or Content? 165
It s a Wrap: The Maytag Dual Cool Campaign 166
Summary 166
Hallmark Build A Campaign Projects 167
HaNDS On CASE: Cheerios: A Heart to Heart Conversation 168
x Contents
chapter 7 S rcwei tisiiKj f lann mcj and J^/ra/ccjij 169
Take 7: How Bout That Weather? 170
Strategic Planning 170
Strategic Planning: Making Intelligent Decisions, 170 Planning
Documents, 172 The Business Plan, 172
The Marketing Plan 174
Marketing Objectives, 174 Marketing Problems and
Opportunities, 174 • Selecting Target Markets, 175 Marketing
Strategies, 175 • Executing Plans, 176 • Evaluating Plans, 176
The Advertising Plan 177
Introduction, 177 • Situation Analysis, 177 • Advertising Strategy
Decisions, 178 Implementation, 182 • Evaluation, 182 • The
Advertising Budget, 183
The Creative Plan and Copy Strategy 184
Message Strategies, 185 • Selling Premises, 186
It s a Wrap: The Weather Channel Gets Passionate 188
Summary 188
Hallmark Build A Campaign Projects 189
VIDEO CASE: Mad Dogs Englishmen 190
part III Advertising Media
chapter 8 11 ledia l^tannina ana djuyina 193
Take 8: Banking on Local Firepower: Columbia Bank 194
How Media Planning Fits in the Advertising Process 194
Media Consolidation: A New Perspective, 195 The Aperture
Concept in Media Planning, 196 • Media Planning Information
Sources, 197
Setting Media Objectives 197
Finding Target Audiences in Media Opportunities, 197 • Sales
Geography, 198 • Timing, 198 • Duration: How Long to
Advertise? 198
Developing Media Strategies 200
Target Audience Strategies: New Technology of
Measurement, 200 • Geographic Strategies: Allocating Media
Weight, 201 • Timing and Duration Strategies, 203 • Size
Strategies, 204
Media Selection Procedures 204
Audience Measures Used in Media Planning, 204 • Reach and
Media Planning, 206 • Frequency and Media Planning, 207 •
Combining Reach and Frequency Goals, 208 • Cost Efficiency as
a Planning Dimension, 209 • Selecting and Buying Acceptable
Media, 210
Media Buying Functions 210
Providing Inside Information to the Media Planner, 211 • Selecting
Media Vehicles, 211 • Negotiating Media Prices, 211 • Monitoring
Vehicle Performance, 211 • Postcampaign Analysis, 212
Media Buyers Special Skills 212
Negotiation: The Art of a Buyer, 212 • Maintaining Plan
Performance, 214
Global Media Buying 215
Contents xi
Staging a Media Plan 216
Background and Situation Analysis, 217 • Media Objectives and
Aperture Opportunities, 217 • Strategy: Selection of Media, 218 •
The Flow Chart: Scheduling and Budgeting Allocation, 219
It s a Wrap: Banking on Local Firepower 220
Summary 220
Hallmark Build A Campaign Projects 222
HANDS ON Case: Pizza Hut Gains an Edge 222
chapter 9 f Uunl I l I edict 225
Take 9: Sears and the Appliance Repair Nightmare 226
Print Media 226
Newspapers 227
The Structure of Newspapers, 228 • Newspaper Readers, 230 •
Measuring the Newspaper Audience, 230 • Advertising in
Markets, 231 • The Advantages of Newspapers, 233 The
Disadvantages of Newspapers, 234 • Changes in the Newspaper
Industry, 234
Magazines 236
Types of Magazines, 237 • Measuring Magazine Readership, 239 •
Advertising in Magazines, 239 • The Advantages of
Magazines, 240 • The Disadvantages of Magazines, 241 •
Changes in the Magazine Industry: Online Technology, 242
Out of Home Advertising 242
Outdoor Advertising, 243 • Buying Outdoor Space, 243 •
The Audience, 245
Transit Advertising 246
The Transit Audience, 246 • Other Posters, 246
Directories 247
Yellow Pages Advertising, 247
Print Media Strategy 248
It s a Wrap: Sears Solves the Appliance Repair
Nightmare 250
Summary 250
Hallmark Build A Campaign Projects 252
HANDS ON CASE: Stars Wars Is Back 252
chapter 10 J^rouclcall ciiid Jnlci cicth c
Online 11 jejia 255
Take 10: Ouch! Staying Active and Comfortable
When It Hurts 256
The Structure of the Television Industry 256
Network Television: Wired and (Jnwired, 256 • Public
Television, 257 • Cable and Subscription Television, 258 • Local
Television, 260 • Specialty Television, 260 • Television
Syndication, 260 • Interactive Television, 261 • Changes in
Broadcast Television, 261
Television Advertising 262
Forms of Television Advertising, 263
xii Contents
The Television Audience 264
Measuring the Television Audience, 264 • Advantages of
Television, 266 • Disadvantages of Television, 269
The Structure of Radio 270
AM Radio, 270 • FM Radio, 270 • Cable and DAB Radio, 270 •
Web Radio, 271
Radio Advertising 271
Network Radio, 271 • Spot Radio, 273
The Radio Audience 273
Measuring the Radio Audience, 274 • Advantages
of Radio, 274 • Disadvantages, 276 • Making Radio Media
Choices, 276
Interactive Media 276
Broadcast and Interactive Media Strategies, 279 •
It s a Wrap: Staying Active and Comfortable When it
Hurts 281
Summary 281
Hallmark Build A Campaign Projects 282
VIDEO CASE: Mad Dogs Englishmen 284
part IV Creating Advertising
chapter 11 ^Jne Creative ~J iae ofs^TcwertisiiiQ 287
Take 11: Gopher Talk: Selling a Losing Season 288
What Is Creative Advertising? 288
The Creative Leap, 289 • The Creative Concept, 291 • Strategy
and Creativity, 291 • Creativity and Strategy in the Message
Design, 293 • Creative Thinking, 294
Creative Roles 295
Words and Pictures, 295 • Art Direction, 296 • Copywriting, 296
The Creative Person 298
Personal Characteristics, 298
The Creative Process 299
Steps and Stages, 299 • Brainstorming, 301
Creative Strategy and Execution 301
Product Category Strategies, 302 • Head and Heart
Strategies, 302 • The Selling Premise, 303 • Support, 303 • The
Creative Brief, 303 • Decisions about the Message Execution, 304
Effective Creativity 306
Integration and Creativity, 307 • The Creative Side of the Web, 307
It s a Wrap: Selling a Losing Season with Creativity 308
Summary 308
Hallmark Build A Campaign Projects 310
HANDS ON CASE: How to Manage a Global Brand Image 310
chapter 12 L^realiiuj f rintStavertiiina 313
Take 12: Avon Cleaners Cleans Up 314
Print Advertising 314
Newspaper Advertisements, 315 • Magazine Advertisements, 315 •
Directories, 316 • Out of Home Advertising, 318 • Transit
Advertising, 322 • Product Literature, 323
Contents xiii
Copywriting for Print 323
Headlines, 324 • Other Display Copy, 325 • Body Copy, 326
Designing for Print 327
Layout Stages, 329 • Layout and Design Principles, 330 • Color in
Print Advertising, 333 • Typography, 334
Print Production 336
Art Reproduction, 336 • Color Reproduction, 337 • Printing
Processes, 339 • Binding and Finishing, 340 • Print Technology:
Digitization and Transmission, 340
It s a Wrap: A Clean Sweep 340
Summary 341
Hallmark Build A Campaign Projects 342
HANDS ON CASE: How the Gap Creates Print Advertising
for a Changing Market 343
chapter 13 C rect/tiKi /broadcast_ rciierti.UiHj 345
Take 13: It s about Nothing: A VW Sunday Afternoon 346
Radio Commercials 346
Message Characteristics of Radio, 347 • Tools, 347
Television Commercials 349
Elements, 350 • Message Characteristics of Television, 351 •
Cross Cultural Commercials, 352
Other TV and Film Advertising 352
Infomercials, 352 Videos, 353 • Movie Trailers, 353 • Brand
Placements, 353
The Creative Team 354
Broadcast Copywriting 354
Radio Copywriting, 355 • Television Copywriting, 356 • TV
Planning, 357
Television Art Direction 359
Computer Graphics, 359
Planning the Execution 360
Scripting, 360
Broadcast Production 362
Producing Radio Commercials, 362 • Producing TV
Commercials, 362 • The Production Process, 363
Web Advertising 366
Web Site Design, 366 • Designing Banners, 367
It s a Wrap: The Smell of Success 368
Summary 369
Hallmark Build A Campaign Projects 370
HANDS ON CASE: Slicing and Dicing the Market 371
chapter 1*1 U^ irci / / . i oii.U 11 lurheliiHj 373
Take 14: Bigamy, Double Crossing, and Foul Play:
Selling the Opera 374
Direct Marketing 374
Direct Marketing Strategy, 376
The Direct Response Industry 378
Direct Response Advertising, 378 • Database Marketing, 379 •
Home Shopping, 380
xiv Contents
The Players 381
The Advertisers, 381 • The Agencies, 381 • The Consumers, 382
The Media of Direct Response 382
Direct Mail, 382 • Catalogs, 385 • Telemarketing, 386 • Print
Media, 388 • Broadcast Media, 388 The Internet, 389
Managing a Database 390
Types of Lists, 391
Integrated Direct Marketing 392
Linking the Channels, 392 • Same Message, Multiple
Sources, 392 • Interactive Technology, 393 • Creating Loyalty, 394
It s a Wrap: Orchestrating the Opera s Bottom Line 394
Summary 395
Hallmark Build A Campaign Projects 396
VIDEO CASE: Mad Dogs Englishmen 398
part V Integrating Marketing Communication Elements
chapter 15 f^romotionA 401
Take 15: Guerrilla Marketing: Xtreme Sports
for Xtreme Marines 402
Sales Promotion 402
Size of the Industry, 403 • Reasons for the Growth of Sales
Promotion, 403
Consumer Promotions 404
Coupons, 405 • Contests and Sweepstakes, 407 • Refunds and
Rebates, 407 • Premiums, 408 • Sampling, 408
Trade Promotions 409
Point of Purchase Displays, 409 • Retailer (Dealer) Kits, 411 •
Contests and Sweepstakes, 411 • Trade Shows and Exhibits, 411 •
Trade Incentives and Deals, 413
Promotions That Cross the Lines 414
Sponsorships and Event Marketing, 414 • Specialty
Advertising, 415 • Interactive and Internet Promotions, 416 •
Licensing, 417 • Loyalty Programs/Continuity Programs, 418 •
Co Marketing Programs, 420
The Role of Promotions In Marketing 420
Promotion Strategies, 421 • Promotion Integration, 423
It s a Wrap: Marines Xtreme Promotions Mobilize
the Troops 424
Summary 424
Hallmark Build A Campaign Projects 425
HANDS ON CASE: Look! Up in the Sky! It s a Bird!
It s a Plane! 426
chapter 16 / uolic delations 429
Take 16: Target s Guest Card Targets Moms 430
The Practice of Public Relations 430
Comparing Public Relations and Advertising, 431 •
Differences, 431 • Marketing Public Relations, 434
Contents xv
Types of Public Relations Activities 435
Public Affairs and Issues Management, 435 • Image and
Reputation Management, 437 • Relationship Management, 439 •
Crisis Management, 440
Public Relations Tools 441
House Ads, 441 • Public Service Announcements, 442 • Corporate
(Institutional) Advertising, 442 • In House Publications, 442 •
Speakers, Photographs, and Films, 443 • Displays, Exhibits, and
Staged Events, 444 • The News Release, 444 • The Press
Conference, 445 • Online Communication, 445
Nonprofit Public Relations 449
Nonprofit Organizations, 449 • Cause and Mission Marketing, 450
Effectiveness and Excellence 451
It s a Wrap: Moms Respond to Target s Guest Card 453
Summary 453
Hallmark Build A Campaign Projects 455
HANDS ON CASE: Whose Side Are You On? 455
chapter 17 t .etail ana i/SusineSS to JSusineSS
^Atcwertidinq 457
Take 17: Maintaining Relationships 458
Retail Advertising 458
Local Retail Advertising, 458 • Differences between Local
Retailing and National Brand Advertising, 459 • Cooperative
Advertising, 460 • Large Specialty Retailers, 461 • Nonstore
Retailing, 461 • Online Retailing and E Commerce, 462 •
Institutional and Product Retail Advertising, 463 • Trends
Affecting Retail Advertising, 464 • Creating the Retail Ad, 466
Buying and Selling Local Media 468
Local Retail Media Strategy, 468 • Media Alternatives, 469
Business to Business Advertising 471
Types of Business to Business Advertising, 472 • Business versus
Consumer Marketing, 474 • Purchasing Objectives, 475 •
Business to Business Advertising Objectives, 476 • Creating
Business to Business Ads, 477
Business to Business Advertising Media 477
General Business and Trade Publications, 477 • Directory
Advertising, 477 • Direct Marketing, 477 • Consumer Media, 478 •
The Web, 478 • Does Business Advertising Sell? 478
It s a Wrap: Grassfield s Maintains Relationships 480
Summary 480
Hallmark Build A Campaign Projects 481
HANDS ON CASE: Unisys Tries Again 482
chapter 18 ^Jnlcrnaiioiial ^ fill priLiiiKj 483
Take 18: Starbucks Ahoy! 484
Evolution of Global Marketing 484
Home Country Production, 484 • Export, 485 • Nationalization
and Regionalization, 485
xvi Contents
The Global Perspective 486
Global Brands, 487 • The Global Debate and Advertising, 487
International Management 489
Lingua Franca, 489 • The Global Advertising Plan, 490 •
Selecting an Agency, 492
Approaches to the International Advertising Campaign 493
Centrally Controlled Campaigns, 493 • Positioning the Global
Product, 495 • Setting the Budget, 495 • Selecting Media for
International Campaigns, 495 • Execution of International
Campaigns, 496 • The Global Creative Effect, 498 • Evaluating
Effectiveness, 499
Special International Considerations 499
Laws and Regulations, 499 • Customs and Culture, 500 •
Time, 501 • Inertia, Resistance, Rejection, and Politics, 501
It s A Wrap: Starbucks Ahoy! 502
Summary 503
Hallmark Build A Campaign Projects 503
HANDS ON CASE: Global Brands Must Be PuuurfectV. 504
chapter I 9 ^Jn e ~Jsi j tea ra tea C a nip a la n 505
Take 19: Designing Woman Designs Retreat 506
Total Communication: IMC 506
The Tools of IMC, 506 • Stakeholder Audiences, 507 •
Coordination, 508
The Structure of a Campaign Plan 508
Situation Analysis, 509 • SWOT Analysis, 511 • Campaign
Strategy, 512 • Communication Strategy, 516 • Media Plan, 518 •
Other Marketing Communication Activities, 519 • The
Appropriation and Budget, 520
Evaluating the Campaign Plan 521
Creating Synergy 522
It s a Wrap: Designing Woman Repositions BellSouth 523
Summary 524
Hallmark Build A Campaign Projects 524
VIDEO CASE: Mad Dogs Englishmen 526
Appendix: The Hallmark Brand Insistence IMC Campaign 529
Glossary 535
Credits 543
Index 545
|
| any_adam_object | 1 |
| author | Wells, William 1926- Burnett, John 1944- Moriarty, Sandra E. 1943- |
| author_GND | (DE-588)131677985 (DE-588)170263231 (DE-588)124464866 |
| author_facet | Wells, William 1926- Burnett, John 1944- Moriarty, Sandra E. 1943- |
| author_role | aut aut aut |
| author_sort | Wells, William 1926- |
| author_variant | w w ww j b jb s e m se sem |
| building | Verbundindex |
| bvnumber | BV012921958 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 |
| callnumber-search | HF5823 |
| callnumber-sort | HF 45823 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)42786252 (DE-599)BVBBV012921958 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| id | DE-604.BV012921958 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:36:05Z |
| institution | BVB |
| isbn | 0130835714 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008796791 |
| oclc_num | 42786252 |
| open_access_boolean | |
| owner | DE-20 DE-703 DE-521 |
| owner_facet | DE-20 DE-703 DE-521 |
| physical | XVII, 562 S. Ill., graph. Darst. |
| publishDate | 2000 |
| publishDateSearch | 2000 |
| publishDateSort | 2000 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Wells, William 1926- Verfasser (DE-588)131677985 aut Advertising principles & practice William Wells ; John Burnett ; Sandra Moriarty 5. ed. Upper Saddle River, NJ Prentice Hall 2000 XVII, 562 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Burnett, John 1944- Verfasser (DE-588)170263231 aut Moriarty, Sandra E. 1943- Verfasser (DE-588)124464866 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008796791&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wells, William 1926- Burnett, John 1944- Moriarty, Sandra E. 1943- Advertising principles & practice Advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | Advertising principles & practice |
| title_auth | Advertising principles & practice |
| title_exact_search | Advertising principles & practice |
| title_full | Advertising principles & practice William Wells ; John Burnett ; Sandra Moriarty |
| title_fullStr | Advertising principles & practice William Wells ; John Burnett ; Sandra Moriarty |
| title_full_unstemmed | Advertising principles & practice William Wells ; John Burnett ; Sandra Moriarty |
| title_short | Advertising |
| title_sort | advertising principles practice |
| title_sub | principles & practice |
| topic | Advertising Werbung (DE-588)4065541-6 gnd |
| topic_facet | Advertising Werbung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008796791&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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