| 000 -LEADER |
|---|
| fixed length control field |
36757cam a2207981Ii 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
160359 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
100607s20122012maua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780273752929 (paperback) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MEF |
| Language of cataloging |
eng |
| Description conventions |
rd |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
TR-IsMEF |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.W455 2012 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Moriarty, Sandra E. |
| Fuller form of name |
(Sandra Ernst), |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising & IMC : |
| Remainder of title |
principles & practice / |
| Statement of responsibility, etc. |
Sandra Moriarty, University of Colorado, Nancy Mitchell, University of Nebraska-Lİncoln, William Wells, University of Minnesota. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Global edition / Ninth edition. |
| 264 1# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Boston : |
| Name of producer, publisher, distributor, manufacturer |
Prentice Hall, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2012. |
| 264 4# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
©2012 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
685 pages : |
| Other physical details |
illustrations (chiefly color) ; |
| Dimensions |
29 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (pages 656-668) and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
For introductory courses in advertising. An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication--as well as the implications of these changes to traditional practice--and presents them to students through an accessible, well-written approach. The ninth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mitchell, Nancy, |
| Dates associated with a name |
1950-, |
| Relator term |
author. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Wells, William, |
| Dates associated with a name |
1926-, |
| Relator term |
author. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Moriarty, Sandra E. |
| Fuller form of name |
(Sandra Ernst) |
| Title of a work |
Advertising. |
| 900 ## - EQUIVALENCE OR CROSS-REFERENCE-PERSONAL NAME [LOCAL, CANADA] |
|---|
| Personal name |
MEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Preface, |
| Pages |
19. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 1 Enduring principles in times of turmoil. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The new world of marketing communication, |
| Pages |
32. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: ingredients for a burger freakout, |
| Pages |
33. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is advertising, |
| Pages |
34. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Is advertising the only tool in the promotional toolkit?, |
| Pages |
36. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why advertising, |
| Pages |
37. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: the greatest commercial ever made, |
| Pages |
38. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the most common types of advertising?, |
| Pages |
39, |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How did current practices and concepts develop?, |
| Pages |
41. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Eras and ages, |
| Pages |
41. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
So what are the key components of advertising?, |
| Pages |
45. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The agency world, |
| Pages |
46. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Who are the key players?, |
| Pages |
46. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: a passion for the business, |
| Pages |
47. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Types of agencies, |
| Pages |
49. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How are agency jobs organized?, |
| Pages |
51. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A day in the life: tweets from the front line how are agencies paid?, |
| Pages |
53 |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How is the practice of advertising changing?, |
| Pages |
54. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Consumer in charge, |
| Pages |
54. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Blurring lines and converging media, |
| Pages |
54. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Accountability and effectiveness, |
| Pages |
55. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Integrated marketing communication (IMC), |
| Pages |
55. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Looking ahead, |
| Pages |
56. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's wrap: best burger, best camphaign, best practices, |
| Pages |
56. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
56. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
57. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
57. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
58. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
58. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
58. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
59. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
59. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Integrated brand communication, |
| Pages |
60. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: wii wages campaign in video game war, |
| Pages |
61. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is marketing?, |
| Pages |
62. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why marketing 101?, |
| Pages |
62. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A day in life: a view from the marketing communication front line how does the marketing process work?, |
| Pages |
67. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What key concepts drive marketing practices?, |
| Pages |
67. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What is the marketing mix?, |
| Pages |
69. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is Marcom's role in branding?, |
| Pages |
72. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How does a brand acquire meaning?, |
| Pages |
72. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: revolutionizing the culture of bread, |
| Pages |
73. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: it's pure and it floats what are the key components of a brand?, |
| Pages |
76. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How is brand equity developed?, |
| Pages |
78. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why integrated marketing communication?, |
| Pages |
81. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Total brand communication, |
| Pages |
81. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Organizing for IMC, |
| Pages |
81. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: who's the integrator here, anyway?, |
| Pages |
82. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC principles and practices, |
| Pages |
83. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Brand communication in a time of change, |
| Pages |
83. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Accountability, |
| Pages |
83. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Global marketing, |
| Pages |
83. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Looking ahead, |
| Pages |
85. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's wrap: winning video game war with wii, |
| Pages |
85. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
86. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
87. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
87. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
88. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
88. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
88. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
89. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
89. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Brand communication and society, |
| Pages |
90. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: Häagen-Dazs creates a buzz about bees, |
| Pages |
91. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is the social impact of brand communication?, |
| Pages |
92. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the debates about Marcom's social role?, |
| Pages |
93. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Other social responsibility issues, |
| Pages |
95. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: pizza, tacos, and truck parts: sex in advertising, |
| Pages |
96. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: preston on puffery, |
| Pages |
100. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are communicators' ethical responsibilities?, |
| Pages |
104. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: marketing communications in Malaysia, |
| Pages |
105. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Personal and professional ethics, |
| Pages |
106. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: advertising gets no respect!, |
| Pages |
106. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
International standards and codes, |
| Pages |
107. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ethical decision-making tools, |
| Pages |
107. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: an ethics checklist for marketing communicators, |
| Pages |
108. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why and how is advertising regulated?, |
| Pages |
108. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marketing communication's legal environment, |
| Pages |
109. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marketing regulatory environment, |
| Pages |
112. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The impact of regulation, |
| Pages |
114. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media review of advertising, |
| Pages |
116. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Self-regulation, |
| Pages |
116. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Looking ahead, |
| Pages |
118. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's wrap: it's a winner, just bee-cause, |
| Pages |
118. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
119. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
119. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
119. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
120. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
120. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
120. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
120. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
121. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 2 Principle: be true to thy brand. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How marketing communication works, |
| Pages |
124. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: planning a communication campaign in Egypt, |
| Pages |
125. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Does advertising work?, |
| Pages |
127. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How does marketing communication work?, |
| Pages |
127. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The mass communication approach, |
| Pages |
128. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Advertising as mass communication, |
| Pages |
128. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Adding interaction to marketing communication, |
| Pages |
129. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the effects behind effectiveness?, |
| Pages |
130. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Traditional approaches, |
| Pages |
131. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What effects are critical?, |
| Pages |
131. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the facets of impact?, |
| Pages |
133. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The perception facet: see/hear, |
| Pages |
135. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The emotional or affective facet: feel, |
| Pages |
137. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: ice cubes, breasts and subliminal ads, |
| Pages |
138. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: thought vs. feeling, |
| Pages |
140. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The cognition facet: think/understand, |
| Pages |
141. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The association facet: connect, |
| Pages |
142. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The persuasion facet: believe, |
| Pages |
144. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: does negative political advertising help or hinder citizens?, |
| Pages |
145. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The behavior facet: act/do, |
| Pages |
148. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The power of brand communication, |
| Pages |
149. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Interaction and impact, |
| Pages |
149. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Strong and weak effects, |
| Pages |
150. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: kids, cars and car seat safety, |
| Pages |
151. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Does it or doesn't it?, |
| Pages |
152. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Looking ahead, |
| Pages |
152. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: Egyptians listen to warnings, |
| Pages |
153. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
153. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
154. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
154. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
154. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
155. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
155. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
155. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
155. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Segmenting and targeting the audience, |
| Pages |
156. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: old navy supermodelquins reveal secrets, |
| Pages |
157. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What influences consumer decisions?, |
| Pages |
158. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Cultural influences, |
| Pages |
160. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: Leica targets the Niche, high-end market, |
| Pages |
161. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Social influences, |
| Pages |
162. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Psychological influences, |
| Pages |
163. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How do we segment consumer groups?, |
| Pages |
165. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Segmentatiın strategies, |
| Pages |
165. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Types of segmentation, |
| Pages |
166. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Demographics, |
| Pages |
167. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: making blacks visible, |
| Pages |
172. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Psychographics, |
| Pages |
173. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Behavior, |
| Pages |
176. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Consumer decision making, |
| Pages |
178. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The paths to a brand decision, |
| Pages |
180. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Targetting the right audience, |
| Pages |
180. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Profiling the target audience, |
| Pages |
181. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Microtargeting, |
| Pages |
182. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: behavioral targeting: an emerging online strategy, |
| Pages |
183. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ethical issues, |
| Pages |
183. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
184. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's wrap: a model new way to connect with customers, |
| Pages |
184. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
184. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
185. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
185. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
185. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
186. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
187. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
187. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
187. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Strategic research, |
| Pages |
188. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: cheesy fun, it's not just for kids, |
| Pages |
189. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How do you find consumer insights?, |
| Pages |
191. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the basic types of research?, |
| Pages |
192. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: does advertising make smoking cool?, |
| Pages |
196. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The uses of research?, |
| Pages |
197. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: how the lamb industry in iceland survived the economic downturn, |
| Pages |
198. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the most common research methods?, |
| Pages |
202. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ways of contact: quantitative methods, |
| Pages |
202. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ways of contact: qualitative methods, |
| Pages |
204. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: part 1: online survey research, |
| Pages |
205. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: part 2: online qualitative research, |
| Pages |
207. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A day in the life: a stopwatch, codesheet, and curiosity, |
| Pages |
208. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Choosing a research method, |
| Pages |
211. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Research trends and challenges, |
| Pages |
212. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Global issues, |
| Pages |
212. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC research challenges, |
| Pages |
212. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Planning for feedback, |
| Pages |
212. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
212. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: comfort food for thought, |
| Pages |
213. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
213. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
214. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
214. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
214. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
214. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
215. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
215. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
215. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Strategic planning, |
| Pages |
216. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: how to sell diet drinks to people who don't like the idea of diet drinks, |
| Pages |
217. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is strategic planning?, |
| Pages |
218. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The business plan, |
| Pages |
219. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The marketing plan, |
| Pages |
220. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The advertising or IMC plan, |
| Pages |
222. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What's in a campaign plan?, |
| Pages |
222. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: branding billings situation analysis, |
| Pages |
224. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Objectives, |
| Pages |
226. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Targeting, |
| Pages |
227. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: what is diversity and why is it important?, |
| Pages |
229. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Positioning, |
| Pages |
230. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand communication strategy, |
| Pages |
233. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: 7-up: the uncola story, |
| Pages |
234. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Campaign strategies and management, |
| Pages |
236. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Account planning: what is it?, |
| Pages |
238. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The research foundation, |
| Pages |
239. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: "just give me my one vice." college students and smoking, |
| Pages |
240. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Consumer insight: the fuel of big ideas, |
| Pages |
241. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The communication brief, |
| Pages |
242. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Planning for IMC campaigns, |
| Pages |
244. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC campaign planning, |
| Pages |
244. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: the crossover between account planning and IMC, |
| Pages |
245. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Synergy and strategic consistency, |
| Pages |
246. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Looking ahead, |
| Pages |
246. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: winning the coke zero infringement case, |
| Pages |
247. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
247. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
247. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
248. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
248. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
248. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
249. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
249. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
249. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 3 practice: where is creative headed? |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The creative side, |
| Pages |
252. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: innocent: the talking rabbit, |
| Pages |
253. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Science and art?, |
| Pages |
254. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Who are the key players?, |
| Pages |
256. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A day in the life: what's in a title?, |
| Pages |
257. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What is the role of creativity?, |
| Pages |
257. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The creative brief, |
| Pages |
259. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Message strategies, |
| Pages |
263. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The strategic approach, |
| Pages |
263. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Strategic formats, |
| Pages |
265. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: six message strategies in six minutes, |
| Pages |
266. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Matching messages to objectives, |
| Pages |
269. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Creative thinking: so how do you do it?, |
| Pages |
272. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creative big ideas, |
| Pages |
272. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: ten creative tips, |
| Pages |
273. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The ROI of creativity, |
| Pages |
274. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The creative leap, |
| Pages |
275. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Dialing up your creativity, |
| Pages |
276. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: exercise your creative muscles, |
| Pages |
277. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The creative process: how to get an idea, |
| Pages |
279. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brainstroming, |
| Pages |
278. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Managing creative strategies, |
| Pages |
279. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Extension: an idea with legs, |
| Pages |
279. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Adaptation: taking an idea global, |
| Pages |
279. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: a campaign with legs (and flippers) evaluation: the Go/No-Go decision, |
| Pages |
281. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
281. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: the rabbit disappers, |
| Pages |
282. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
282. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
283. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
283. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
283. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
284. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
284. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: brandrevive revitalization campaign, |
| Pages |
285. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
285. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Copywriting, |
| Pages |
286. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: the right message to the right audience time and time again, |
| Pages |
287. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is the language of copywriting?, |
| Pages |
288. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The copywriter, |
| Pages |
289. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The art and science of names, |
| Pages |
290. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Advertising writing style, |
| Pages |
290. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to write effective copy, |
| Pages |
291. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: so you think you want to create a funny ad?, |
| Pages |
292. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How is copy created for print?, |
| Pages |
293. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: check those claims, |
| Pages |
204. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to write headlines, |
| Pages |
294. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to write other display copy, |
| Pages |
298. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How to write body copy, |
| Pages |
299. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: the principle of truth print media requirements, |
| Pages |
301 |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How is copy written for radio?, |
| Pages |
303. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tools of radio copywriting, |
| Pages |
303. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The practice of radio copywriting, |
| Pages |
304. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Planning the radio script, |
| Pages |
305. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How to write television copy, |
| Pages |
305. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tools of television copywriting, |
| Pages |
306. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: how the emotional pivot works in a story, |
| Pages |
307. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Planning the TV commercial, |
| Pages |
309. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How different is copywriting for the internet?, |
| Pages |
310. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Websites?, |
| Pages |
310. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Banners, |
| Pages |
310. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Internet ads, |
| Pages |
311. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Lessons about copywriting, |
| Pages |
311. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Writing for a global brand, |
| Pages |
311. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Looking ahead, |
| Pages |
312. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: outdoor advertising in South Africa, |
| Pages |
312. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summsary, |
| Pages |
313. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
313. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
314. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
314. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
314. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
315. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
315. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
315. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Visual communication, |
| Pages |
316. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: a strong mint with a curious past, |
| Pages |
317. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why is visual communication important?, |
| Pages |
318. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Visual impact, |
| Pages |
319. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Visual storytelling, |
| Pages |
320. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: an imperative: respect the dignity of the person, |
| Pages |
321. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brand image, |
| Pages |
321. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Environmental design, |
| Pages |
323. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is art direction?, |
| Pages |
324. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The designer's toolkit, |
| Pages |
324. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: loving McDonald's new look, |
| Pages |
325. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: Obama's hope poster hangs on a questions of fair use, |
| Pages |
327. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Design principles, |
| Pages |
330. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Print layout, |
| Pages |
331. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Composition, |
| Pages |
332. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What do you need to know about production?, |
| Pages |
333. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Print media requirements, |
| Pages |
333. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Print art reproduction, |
| Pages |
334. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Binding and finishing, |
| Pages |
335. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What do you need to know about production?, |
| Pages |
337. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A day in the life: a copywriter's view of TV production, |
| Pages |
338. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Filming and editing, |
| Pages |
338. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The process of producing videos, |
| Pages |
339. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The TV production process, |
| Pages |
341. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: bu ad class ready for its close-up, |
| Pages |
343. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why study web design?, |
| Pages |
344. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: the best and worst website designs, |
| Pages |
345. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Action and interaction, |
| Pages |
346. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
346. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: keeping the altoids brand in mint condition, |
| Pages |
346. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
347. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
347. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
348. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
348. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
348. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
349. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
349. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
349. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 4 practice: where are media headed? |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Media basics, |
| Pages |
352. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: getting dirty boys cleaner, |
| Pages |
353. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What do we mean by media?, |
| Pages |
354. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media classficiations, |
| Pages |
355. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: the dynamics of the changing media environment, |
| Pages |
356. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What do media do?, |
| Pages |
356. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The evolution of media roles, |
| Pages |
357. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: people really enjoy their large-screen televisions, |
| Pages |
358. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The media industry, |
| Pages |
358. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Key media players, |
| Pages |
359. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the fundamentals of media strategy?, |
| Pages |
365. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The media plan, |
| Pages |
360. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Key strategic media concepts, |
| Pages |
362. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The basis for the buy, |
| Pages |
363. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How is the media environment changing?, |
| Pages |
365. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC and media, |
| Pages |
365. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Channels to contact points, |
| Pages |
365. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: thoughts about media evolution and revolution, |
| Pages |
365. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
New consumer media use patterns, |
| Pages |
369. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
New and alternative forms of contact, |
| Pages |
369. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: the animated axe effect in city hunters, |
| Pages |
373. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
376. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's wrap: axe cleans up, |
| Pages |
377. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
378. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
378. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
378. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
378. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
378. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
379. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brand revive campaign, |
| Pages |
379. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
379. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Traditional media, |
| Pages |
380. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: quacking through clutter, |
| Pages |
381. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the key print media characteristics?, |
| Pages |
382. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Newspaper basics, |
| Pages |
383. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Magazine basics, |
| Pages |
386. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Directories, |
| Pages |
390. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: directories: the medium you trust the most other print media, |
| Pages |
392. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the out-of-home media characteristics?, |
| Pages |
392. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Outdoor advertising, |
| Pages |
392. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: outdoor: an effective brand communication medium on-premise signs, |
| Pages |
395. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Posters, |
| Pages |
395. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Transit advertising, |
| Pages |
395. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Using print and out-of-home media effectively, |
| Pages |
396. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are broadcast media characteristics?, |
| Pages |
397. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Radio basics, |
| Pages |
397. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Television basics, |
| Pages |
401. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: mad men: advertising at the intersection of social change, |
| Pages |
403. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Television advertising, |
| Pages |
408. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Other video formats, |
| Pages |
410. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Movie trailers and disc ads, |
| Pages |
410. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Promotional videos, |
| Pages |
411. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Using broadcast and video effectively, |
| Pages |
411. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
412. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: Aflac's Duck spreads its wings, |
| Pages |
412. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
413. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
413. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
413. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
414. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
414. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
415. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
415. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
415. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Digital media, |
| Pages |
416. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner you're in the (virtual) army now, |
| Pages |
417. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Interactive media: web 2.0 and you, |
| Pages |
418. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Internet basics, |
| Pages |
419. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The internet audience, |
| Pages |
421. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Internet marketing, |
| Pages |
421. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: Toyota taps the DIY community, |
| Pages |
422. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The internet as a marcom medium, |
| Pages |
423. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the functions of internet marcom?, |
| Pages |
423. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: everything is going online, |
| Pages |
424. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Types of online marketing communication, |
| Pages |
427. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Websites, |
| Pages |
427. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
E-mail communication, |
| Pages |
428. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why is internet advertising growing so fast?, |
| Pages |
429. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Social media tools, |
| Pages |
433. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: consumers, advertisers, and social media, |
| Pages |
434. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How is internet marcom evolving?, |
| Pages |
438. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Offline advertising for websites, |
| Pages |
439. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
E-media developments and applications, |
| Pages |
439. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Issues in internet advertising, |
| Pages |
440. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Advantages and limitations of internet advertising, |
| Pages |
442. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
442. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: mission accomplished, |
| Pages |
443. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
443. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
444. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
444. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
444. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
444. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
445. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
445. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
445. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Media planning and buying, |
| Pages |
446. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: dove audiences redefine beauty, |
| Pages |
447. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How are media plans created?, |
| Pages |
448. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside stry: campaign ads in video games, |
| Pages |
449. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media research: information sources, |
| Pages |
450. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The media plan, |
| Pages |
452. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the key steps in media planning?, |
| Pages |
452. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Step 1: target audience, |
| Pages |
453. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A week in the life: what do i do as a media planner?,p454. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Step 2: communication and media objectives, |
| Pages |
455. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Step 3: media strategies, |
| Pages |
458. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: when to use various media, |
| Pages |
460. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Step 4: media metrics and analytics, |
| Pages |
463. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Cost efficiency, |
| Pages |
465. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: integrating advertising and PR media planning, |
| Pages |
466. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: when is too many too much?, |
| Pages |
468. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A sample media plan, |
| Pages |
468. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is the big picture of media planning?, |
| Pages |
472. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
IMC and contract point planning, |
| Pages |
472. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Global media planning, |
| Pages |
474. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
How does media buying work?, |
| Pages |
475. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media buying complexities, |
| Pages |
475. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media planning and buying trends, |
| Pages |
478. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
480. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: beauty of a campaign, |
| Pages |
480. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
481. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
481. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
481. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
482. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
482. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
482. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
483. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
483. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Part 5 Principles: IMC and total communication. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Public relations, |
| Pages |
486. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: the ultimate road trip, |
| Pages |
487. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is public relations?, |
| Pages |
488. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Public opinion, |
| Pages |
489. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Reputation: goodwill, trust, and integrity, |
| Pages |
489. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Comparing public relations and advertising, |
| Pages |
490. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the different types of public relations programs?, |
| Pages |
491. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: can countries brand their way to internetaional success?, |
| Pages |
495. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What key decisions guide public relations plans?, |
| Pages |
496. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Research and SWOT analysis, |
| Pages |
496. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Targeting, |
| Pages |
496. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Objectives and strategies, |
| Pages |
497. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The big idea, |
| Pages |
497. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
PR's role in IMC, |
| Pages |
498. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the most common types of public relations tool?, |
| Pages |
499. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Advertising, |
| Pages |
500. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: the social impact of public service advertising, |
| Pages |
501. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Publicity, |
| Pages |
502. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Publications, |
| Pages |
504. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practical tips: how to write e-mail pitch letters, |
| Pages |
504. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Other tools, |
| Pages |
505. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Online communication, |
| Pages |
507. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: engaging word of mouth through online influencers, |
| Pages |
508. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The botto line, |
| Pages |
509. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why measure public results?, |
| Pages |
509. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
511. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: milestones for Hampton's landmark campaign, |
| Pages |
511. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
512. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
512. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
513. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
513. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
513. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take home projects, |
| Pages |
513. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
513. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
513. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Direct response, |
| Pages |
514. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: he's cuteİ he's green; he sells insurance, |
| Pages |
515. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is direct-response marketing communication?, |
| Pages |
516. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Who are the key players?, |
| Pages |
518. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What is included in the DMC prcess?, |
| Pages |
519. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What are the primary media of DMC?, |
| Pages |
523. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Direct mail?, |
| Pages |
523. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Catalogs, |
| Pages |
526. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Telemarketing, |
| Pages |
527. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Direct-response advertising, |
| Pages |
529. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The internet and new forms of direct response, |
| Pages |
531. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why are databases the foundation of DMC?, |
| Pages |
533. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How do databases create a circular process?, |
| Pages |
534. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Lists, |
| Pages |
534. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
DMC trends and challenges, |
| Pages |
537. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Integrated direct marketing, |
| Pages |
537. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: privacy: the need to use but not abuse consumer information, |
| Pages |
538. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Global considerations in DMC, |
| Pages |
540. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the advantages and limitations of DMC, |
| Pages |
540. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
541. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: the Gecko and friends drive customer response, |
| Pages |
541. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
541. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
542. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
542. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
542. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
542. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
543. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive project, |
| Pages |
543. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
543. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Promotions, |
| Pages |
544. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: frontier campaigns for favorite animal votes and web hits, |
| Pages |
545. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Why sales promotion?, |
| Pages |
546. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Why is sales promotion growing?, |
| Pages |
547. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Sales promotion planning, |
| Pages |
548. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the primary categories of sales promotion?, |
| Pages |
548. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: finding jesus. In a candy bar?, |
| Pages |
549. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Consumer promotions, |
| Pages |
549. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the tools of consumer promotions?, |
| Pages |
550. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How are consumer promotions used?, |
| Pages |
553. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: the intersection of the movie and promotion industries, |
| Pages |
554. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Trade promotions, |
| Pages |
555. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What are the types of trade promotion?, |
| Pages |
556. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How is trade promotion used?, |
| Pages |
557. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Practica tips: planning point-of-purchase promotions, |
| Pages |
559. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Multiplatform promotions, |
| Pages |
559. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Sponsorships and event marketing, |
| Pages |
560. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: marketing through sports sponsorship, |
| Pages |
561. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: who will win the Formula 1 night race?, |
| Pages |
562. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Loyalty programs, |
| Pages |
563. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Partnership programs, |
| Pages |
564. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Promotion strategy, |
| Pages |
565. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Promotion objectives, |
| Pages |
565. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Promotion integration, |
| Pages |
566. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Promotion effectiveness, |
| Pages |
568. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
569. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: consumers vote frontier the winner, |
| Pages |
569. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
569. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
570. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
570. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
570. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
571. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
571. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
571. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
571. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The IMC Umbrella, |
| Pages |
572. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: mathc CR-V to your lifestyle, |
| Pages |
573. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
IMC management, |
| Pages |
574. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Managing IMC campaigns, |
| Pages |
575. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Managing 360-degree communication, |
| Pages |
575. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ninth principle of IMC, |
| Pages |
576. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ten principles of IMC, |
| Pages |
578. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Retail marketing communication, |
| Pages |
578. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Retail communication planning, |
| Pages |
579. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Cooperative advertising, |
| Pages |
580. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creating the retail ad, |
| Pages |
581. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The media of retail marketing communication, |
| Pages |
582. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of practice: "life is great" at SPAR, |
| Pages |
583. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Business-to-business marketing communication, |
| Pages |
584. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
B2B buying behavior, |
| Pages |
584. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Types of B2B marketing communication, |
| Pages |
584. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creating B2B communication, |
| Pages |
585. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
B2B media, |
| Pages |
586. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Nonprofit or social marketing, |
| Pages |
587. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Fund-raising, |
| Pages |
588. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Social marketing and public communication, |
| Pages |
588. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Cause and mission marketing, |
| Pages |
589. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: pause for the cause: boosting brands and building goodwill with cause marketing, |
| Pages |
591. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
International marketng communication, |
| Pages |
591. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Stages of marketing development, |
| Pages |
592. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The global versus local debate, |
| Pages |
592. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Planning international strategies, |
| Pages |
595. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Organizing for international marketing communication, |
| Pages |
597. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The IMC factor in international campaign planning, |
| Pages |
598. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Looking ahead, |
| Pages |
598. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: chasing the same dream, |
| Pages |
599. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: driving Honda's CR-V to number one, |
| Pages |
600. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
600. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
601. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
602. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
602. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
602. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
603. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
603. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
603. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Evaluation of effectiveness, |
| Pages |
604. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a winner: skistar: skipass, |
| Pages |
605. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Impact: does it work?, |
| Pages |
607. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Evaluating effectiveness, |
| Pages |
608. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Types and stages of evaluation, |
| Pages |
608. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Facets: measuring responses, |
| Pages |
609. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A matter of principle: completing the cycle, |
| Pages |
610. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
What is message evaluation?, |
| Pages |
610. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Copytesting, |
| Pages |
612. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Message development research, |
| Pages |
612. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
During execution: concurrent testing, |
| Pages |
613. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Matter of practice: finding moments of truth post-testing: after-execution research, |
| Pages |
616. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Scanner research, |
| Pages |
618. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Media evaluation, |
| Pages |
619. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Evaluating audience exposure, |
| Pages |
620. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
ROI and media efficiency, |
| Pages |
621. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Evaluating IMC tools, campaigns, and programs, |
| Pages |
622. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marcom tools, |
| Pages |
622. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Special advertising situations, |
| Pages |
625. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The inside story: how web sites build brand (or don't), |
| Pages |
626. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Campaign and program evaluation, |
| Pages |
627. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
A principled practice: can a broken guitar really hurt united?, |
| Pages |
628. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
It's a wrap: skistar managing decentralized campaigns, |
| Pages |
630. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key points summary, |
| Pages |
631. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Words of wisdom: recommended reading, |
| Pages |
631. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Key terms, |
| Pages |
631. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Review questions, |
| Pages |
631. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Discussion questions, |
| Pages |
631. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Take-home projects, |
| Pages |
632. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Team project: the brandrevive campaign, |
| Pages |
632. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Hands-on case: the century council, |
| Pages |
632. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Appendix, |
| Pages |
633. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Glossary, |
| Pages |
638. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Credits, |
| Pages |
656. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Notes, |
| Pages |
659. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Index, |
| Pages |
669. |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
KOHA |