NLSUI OPAC header image

Advertising (Record no. 38221)

MARC details
000 -LEADER
fixed length control field 06376nam a2200217Ia 4500
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20210322160222.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 160316s1994 xxu||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781483183183
040 ## - CATALOGING SOURCE
Transcribing agency n
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 343.071000
Item number JEF
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Jefkins Frank
245 ## - TITLE STATEMENT
Title Advertising
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. Delhi
Name of publisher, distributor, etc. Macmillan Publishing Co.
Date of publication, distribution, etc. 1994
300 ## - PHYSICAL DESCRIPTION
Extent 374p
365 ## - TRADE PRICE
Price amount Gratis
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note Table of Contents<br/><br/>Preface to First Edition<br/><br/>Preface to Third Edition<br/><br/>Preface to Fourth Edition<br/><br/>Acknowledgments<br/><br/>Part 1: The Advertising Scene<br/><br/>1 Why Advertise?<br/><br/>1.1 A Simple Answer<br/><br/>1.2 Specific Reasons for Advertising<br/><br/>2 The Ten Classes of Advertising<br/><br/>3 The Role of Advertising in Society<br/><br/>3.1 Definitions<br/><br/>3.2 Advertising or PR?<br/><br/>3.3 Propaganda Defined<br/><br/>3.4 Marketing Defined<br/><br/>3.5 Marketing—Advertising—PR—Propaganda<br/><br/>3.6 Advertising and the Critics<br/><br/>3.7 The Present and the Future<br/><br/>4 How Advertising is Conducted<br/><br/>4.1 The Six Sides of Advertising<br/><br/>4.2 Advertiser and Agency Relationship<br/><br/>4.3 Agency and Advertiser Relationship<br/><br/>4.4 Media Owner and Agency/Advertiser Relations<br/><br/>4.5 Relationships with Customers<br/><br/>4.6 Does the Small Trader Need an Agency?<br/><br/>4.7 Profession or Business?<br/><br/>5 How Advertising is Organized<br/><br/>6 Business and Other Users of Advertising<br/><br/>6.1 Private Enterprise Business Organizations<br/><br/>6.2 Businesses Under Public Control<br/><br/>Part 2: The Advertising Sextet<br/><br/>7 The Advertiser, Advertising Manager and Advertising Department<br/><br/>7.1 The Advertiser<br/><br/>7.2 The Advertising Manager<br/><br/>7.3 The Advertising Department<br/><br/>7.4 How Are Advertising Managers Appointed?<br/><br/>8 What Influences Advertising Costs?<br/><br/>8.1 Who Pays for Advertising?<br/><br/>8.2 The Advertising Appropriation<br/><br/>8.3 Seven Imponderables Concerning Advertising Appropriations<br/><br/>8.4 Uncertainties of the 'Marketing Mix'<br/><br/>8.5 The PR Budget<br/><br/>8.6 Fee Charging Advertising Agencies<br/><br/>9 How to Budget Advertising Expenditure<br/><br/>9.1 Seventeen Ways of Assessing the Appropriation<br/><br/>9.2 Special Departmental and Seasonal or Feature Appropriations<br/><br/>10 The Advertising Agency Story<br/><br/>10.1 What is an Advertising Agency?<br/><br/>10.2 History and Development of Advertising Agencies<br/><br/>11 The Advertising Agency—How It Works<br/><br/>11.1 Changed 80s Scene<br/><br/>11.2 Merits and Demerits of Commission System<br/><br/>11.3 Types of Agency<br/><br/>11.4 How Do Agencies Work?<br/><br/>11.5 Agency Personnel<br/><br/>11.6 Agency Paperwork<br/><br/>11.7 Should Clients Change Agencies?<br/><br/>12 Ancillary and Freelance Services<br/><br/>12.1 What Services are Available?<br/><br/>12.2 Twenty Services Described<br/><br/>13 Public Relations<br/><br/>13.1 Public Relations and Advertising<br/><br/>13.2 The Image<br/><br/>13.3 Press Relations<br/><br/>13.4 How to Write a News Release<br/><br/>13.5 Presentation of a News Release<br/><br/>13.6 Feature Articles<br/><br/>13.7 Photographs and Photo Captions<br/><br/>13.8 News Conferences, Receptions and Facility Visits<br/><br/>13.9 PR Administration and Services<br/><br/>14 The Media Owner or Promoter<br/><br/>14.1 How Media are Promoted<br/><br/>14.2 How Media Promote Sales<br/><br/>14.3 Agency Recognition<br/><br/>15 How Market Research Aids Advertising<br/><br/>15.1 How Market Research is Conducted<br/><br/>15.2 Social Grades<br/><br/>15.3 Market Research Applied to Advertising (before)<br/><br/>15.4 Market Research Applied to Advertising (during)<br/><br/>15.5 Market Research Applied to Advertising (after)<br/><br/>Part 3: Advertising Media<br/><br/>16 Media Evaluation<br/><br/>16.1 Relative Costs of Media<br/><br/>16.2 Above-the-line Media<br/><br/>16.3 Below-the-line Media<br/><br/>16.4 Media—Six General Considerations<br/><br/>16.5 Media Choice and the Product Life-cycle<br/><br/>17 The Press<br/><br/>17.1 Newspapers<br/><br/>17.2 Magazines<br/><br/>17.3 Directories, Year Books and Timetables<br/><br/>17.4 House Magazines<br/><br/>17.5 The Main Printing Processes<br/><br/>17.6 Some Basic Terminology<br/><br/>17.7 Changes in The Press<br/><br/>18 Commercial Television<br/><br/>18.1 Characteristics of the Medium<br/><br/>18.2 The Fifteen Regional Companies<br/><br/>18.3 Special Merits of Commercial Television<br/><br/>18.4 Special Demerits of Television Advertising<br/><br/>18.5 Cable Television 209<br/><br/>19 Commercial and Sponsored Radio<br/><br/>19.1 How it All Began<br/><br/>19.2 An International Survey<br/><br/>19.3 Limitations of Radio Advertising<br/><br/>19.4 Attractions of Radio Advertising<br/><br/>19.5 Audience Research Problems<br/><br/>19.6 Sale of Radio Air-time<br/><br/>20 Direct Mail<br/><br/>20.1 Distinctive Characteristics and Advantages<br/><br/>20.2 Disadvantages<br/><br/>20.3 Direct Mail in the 80s<br/><br/>21 Exhibitions and Trade Fairs<br/><br/>21.1 Kinds of Exhibition<br/><br/>21.2 Kinds of Exhibition Organizers<br/><br/>21.3 Special Characteristics of Exhibitions<br/><br/>21.4 Problems of Exhibitions<br/><br/>21.5 Special Uses of Exhibitions<br/><br/>21.6 Stages in the Preparation of an Exhibition<br/><br/>22 The Cinema Screen<br/><br/>22.1 Who goes to the Cinema?<br/><br/>22.2 Who goes to see which Films?<br/><br/>22.3 Age Variations in Viewing Tastes<br/><br/>22.4 Variations by Class and Sex<br/><br/>22.5 Who goes with Whom?<br/><br/>22.6 Buying Cinema Advertising<br/><br/>22.7 Total UK Cinema Rates<br/><br/>22.8 Special Characteristics of Cinema Screen Advertising<br/><br/>22.9 Audience Delivery Plan<br/><br/>23 Outdoor and Transportation Media<br/><br/>23.1 Differences between Outdoor and Transportation Media<br/><br/>23.2 Special Characteristics of Outdoor Advertising<br/><br/>23.3 Types of Outdoor Advertising<br/><br/>23.4 Poster Sizes<br/><br/>23.5 Special Characteristics of Transportation Advertising<br/><br/>23.6 London Transport Advertising<br/><br/>23.7 British Transport Advertising Ltd<br/><br/>23.8 Buying Outdoor Advertising<br/><br/>23.9 Inspection of Posters<br/><br/>24 Sales Promotion and Point-of-Sale<br/><br/>24.1 Sales Promotion or Merchandising?<br/><br/>24.2 Definition<br/><br/>24.3 Current Trends<br/><br/>24.4 Merchandising<br/><br/>24.5 Two Kinds of Sales Promotion Material<br/><br/>24.6 Supermarket Advertising<br/><br/>Part 4: Creating Advertising Campaigns<br/><br/>25 Voluntary and Legal Control of Advertising<br/><br/>26 The Creation and Production of Advertisements<br/><br/>26.1 The Creative Task<br/><br/>26.2 Basic Principles of Design<br/><br/>26.3 Headlines<br/><br/>26.4 Text or Body Matter<br/><br/>26.5 Typography<br/><br/>26.6 Humor in Advertising<br/><br/>2.7 Slogans and Jingles<br/><br/>26.8 Creative Sounds for Radio, TV and Cinema Advertising<br/><br/>27 Case Studies<br/><br/>27.1 British Airways Shuttle Service<br/><br/>27.2 Shuttle Awards<br/><br/>27.3 Brooke Bond Oxo Ltd<br/><br/>27.4 Developments of PG Tips (1980-84)<br/><br/>27.5 Latest Developments in PG Tips Chimp Advertising<br/><br/>Bibliography<br/><br/>Index
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element 1. Consumer Law - Advertising - Marketing
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name
--
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha 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 Price effective from Koha item type
      Not For Loan . . Consumer Law Section 30.05.2017   343.071 JEF 32376 30.05.2017 30.05.2017 BOOKs