| 001 - CONTROL NUMBER |
|---|
| control field |
ocn520713480 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
100722s2010 enka b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2010281197 |
| 015 ## - NATIONAL BIBLIOGRAPHY NUMBER |
|---|
| National bibliography number |
GBB027494 |
| Source |
bnb |
| 016 7# - NATIONAL BIBLIOGRAPHIC AGENCY CONTROL NUMBER |
|---|
| Record control number |
015489057 |
| Source |
Uk |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780199568925 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0199568928 (pbk.) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)520713480 |
| Canceled/invalid control number |
(OCoLC)500794339 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
UKM |
| Language of cataloging |
eng |
| Transcribing agency |
UKM |
| Modifying agency |
DLC |
| -- |
YDXCP |
| -- |
BTCTA |
| -- |
BIB |
| -- |
BWK |
| -- |
ITJCU |
| -- |
C#P |
| -- |
CDX |
| -- |
VP@ |
| -- |
MNW |
| -- |
VVX |
| -- |
UKMGB |
| -- |
BDX |
| -- |
MOF |
| -- |
TEX |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
lccopycat |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
TEXA |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5823 |
| Item number |
.F54 2010 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Fletcher, Winston. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising : |
| Remainder of title |
a very short introduction / |
| Statement of responsibility, etc |
Winston Fletcher. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Oxford ; |
| -- |
New York : |
| Name of publisher, distributor, etc |
Oxford University Press, |
| Date of publication, distribution, etc |
2010. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
140 p. : |
| Other physical details |
ill. ; |
| Dimensions |
18 cm. |
| 490 1# - SERIES STATEMENT |
|---|
| Series statement |
Very short introductions ; |
| Volume number/sequential designation |
234 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 133-135) and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
What does advertising do? -- How the advertising industry is structured -- Advertisers: the paymasters -- The media: blowing the advertisers' trumpets -- The creative agencies: creating new campaigns -- The media agencies: spending the clients' money -- Research, research, research -- The good, the bad, and the ugly -- The role of advertising in society. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Advertising is riddled with myths and misunderstandings. It is simultaneously believed to be both immensely powerful and immensely wasteful, to increase economic prosperity, and to be morally questionable. Neither its historic origins nor its modern operations are well understood. Winston Fletcher, a leading authority on advertising, looks at the ways in which campaigns work (or fail to work), and the role of advertising in commerce, in the media, and in society. From the history and structure of the advertising industry to controversial areas such as advertising aimed at children, he highlights the benefits of advertising, and what the future may hold for the industry. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
Very short introductions ; |
| Volume number/sequential designation |
234. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Book |
| Suppress in OPAC |
Don't hide record |
