The practice of advertising:
Saved in:
| Format: | Electronic eBook |
|---|---|
| Language: | English |
| Published: |
Oxford
Elsevier Butterworth-Heinemann
2005
|
| Edition: | 5th ed |
| Subjects: | |
| Online Access: | FAW01 Volltext |
| Item Description: | Previous edition: 1995 The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising Includes bibliographical references and index |
| Physical Description: | xxiii, 367 pages |
| ISBN: | 9780750661737 0750661739 9780080473925 008047392X |
Staff View
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV044385380 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 170630s2005 |||| o||u| ||||||eng d | ||
| 020 | |a 9780750661737 |9 978-0-7506-6173-7 | ||
| 020 | |a 0750661739 |9 0-7506-6173-9 | ||
| 020 | |a 9780080473925 |9 978-0-08-047392-5 | ||
| 020 | |a 008047392X |9 0-08-047392-X | ||
| 020 | |z 9786611003364 |9 9786611003364 | ||
| 020 | |z 6611003363 |9 6611003363 | ||
| 035 | |a (ZDB-33-ESD)ocn474951974 | ||
| 035 | |a (OCoLC)474951974 | ||
| 035 | |a (DE-599)BVBBV044385380 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1046 | ||
| 082 | 0 | |a 659.1 |2 22 | |
| 245 | 1 | 0 | |a The practice of advertising |c edited by Adrian R. Mackay |
| 250 | |a 5th ed | ||
| 264 | 1 | |a Oxford |b Elsevier Butterworth-Heinemann |c 2005 | |
| 300 | |a xxiii, 367 pages | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Previous edition: 1995 | ||
| 500 | |a The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Publicité | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Advertising | |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4143413-4 |a Aufsatzsammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 0 | |8 2\p |5 DE-604 | |
| 700 | 1 | |a Mackay, Adrian |e Sonstige |4 oth | |
| 856 | 4 | 0 | |u http://www.sciencedirect.com/science/book/9780750661737 |x Verlag |z URL des Erstveröffentlichers |3 Volltext |
| 912 | |a ZDB-33-ESD | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-029787601 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 966 | e | |u http://www.sciencedirect.com/science/book/9780750661737 |l FAW01 |p ZDB-33-ESD |q FAW_PDA_ESD |x Verlag |3 Volltext | |
Record in the Search Index
| _version_ | 1804177652366442496 |
|---|---|
| any_adam_object | |
| building | Verbundindex |
| bvnumber | BV044385380 |
| collection | ZDB-33-ESD |
| ctrlnum | (ZDB-33-ESD)ocn474951974 (OCoLC)474951974 (DE-599)BVBBV044385380 |
| 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 | 5th ed |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03243nmm a2200553zc 4500</leader><controlfield tag="001">BV044385380</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">170630s2005 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780750661737</subfield><subfield code="9">978-0-7506-6173-7</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0750661739</subfield><subfield code="9">0-7506-6173-9</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780080473925</subfield><subfield code="9">978-0-08-047392-5</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">008047392X</subfield><subfield code="9">0-08-047392-X</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">9786611003364</subfield><subfield code="9">9786611003364</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">6611003363</subfield><subfield code="9">6611003363</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-33-ESD)ocn474951974</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)474951974</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV044385380</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1046</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1</subfield><subfield code="2">22</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The practice of advertising</subfield><subfield code="c">edited by Adrian R. Mackay</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">5th ed</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Oxford</subfield><subfield code="b">Elsevier Butterworth-Heinemann</subfield><subfield code="c">2005</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">xxiii, 367 pages</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Previous edition: 1995</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Publicité</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Advertising & Promotion</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4143413-4</subfield><subfield code="a">Aufsatzsammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Mackay, Adrian</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://www.sciencedirect.com/science/book/9780750661737</subfield><subfield code="x">Verlag</subfield><subfield code="z">URL des Erstveröffentlichers</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-33-ESD</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-029787601</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://www.sciencedirect.com/science/book/9780750661737</subfield><subfield code="l">FAW01</subfield><subfield code="p">ZDB-33-ESD</subfield><subfield code="q">FAW_PDA_ESD</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content |
| genre_facet | Aufsatzsammlung |
| id | DE-604.BV044385380 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:51:29Z |
| institution | BVB |
| isbn | 9780750661737 0750661739 9780080473925 008047392X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029787601 |
| oclc_num | 474951974 |
| open_access_boolean | |
| owner | DE-1046 |
| owner_facet | DE-1046 |
| physical | xxiii, 367 pages |
| psigel | ZDB-33-ESD ZDB-33-ESD FAW_PDA_ESD |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Elsevier Butterworth-Heinemann |
| record_format | marc |
| spelling | The practice of advertising edited by Adrian R. Mackay 5th ed Oxford Elsevier Butterworth-Heinemann 2005 xxiii, 367 pages txt rdacontent c rdamedia cr rdacarrier Previous edition: 1995 The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made. * Provides an ideal grounding to the principles involved in advertising * Offers a collation of views from Key Professionals in the field of Advertising * Covers specialist advertising such as recruitment and directory advertising Includes bibliographical references and index Publicité BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Wirtschaft Advertising Werbung (DE-588)4065541-6 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbung (DE-588)4065541-6 s 2\p DE-604 Mackay, Adrian Sonstige oth http://www.sciencedirect.com/science/book/9780750661737 Verlag URL des Erstveröffentlichers Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | The practice of advertising Publicité BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Wirtschaft Advertising Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4143413-4 |
| title | The practice of advertising |
| title_auth | The practice of advertising |
| title_exact_search | The practice of advertising |
| title_full | The practice of advertising edited by Adrian R. Mackay |
| title_fullStr | The practice of advertising edited by Adrian R. Mackay |
| title_full_unstemmed | The practice of advertising edited by Adrian R. Mackay |
| title_short | The practice of advertising |
| title_sort | the practice of advertising |
| topic | Publicité BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Wirtschaft Advertising Werbung (DE-588)4065541-6 gnd |
| topic_facet | Publicité BUSINESS & ECONOMICS / Advertising & Promotion Advertising Wirtschaft Werbung Aufsatzsammlung |
| url | http://www.sciencedirect.com/science/book/9780750661737 |
| work_keys_str_mv | AT mackayadrian thepracticeofadvertising |