MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01949cam a2200361 a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
ocm00012017 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
IE-CoIT |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20210918062537.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
940817s1970 mau||||| |||| 00| 0|eng|| |
| 029 ## - OTHER SYSTEM CONTROL NUMBER (OCLC) |
|---|
| OCLC library identifier |
V9575 |
| 029 ## - OTHER SYSTEM CONTROL NUMBER (OCLC) |
|---|
| OCLC library identifier |
V9574 |
| 040 ## - CATALOGING SOURCE |
|---|
| Modifying agency |
OCoLC |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Littlefield, James E. |
| Relator term |
author |
| 9 (RLIN) |
2290 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising : |
| Remainder of title |
mass communication in marketing / |
| Statement of responsibility, etc. |
James E. Littlefield and C. A. Kirkpatrick. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Third edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Boston : |
| Name of producer, publisher, distributor, manufacturer |
Houghton Mifflin, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[1970] |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©1970 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
544 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part One: Behavioral fundamentals -- The behavior of consumers -- The basics of communication in advertising -- Part Two: Background for advertising -- Marketing fundamentals for advertisers -- Product identification -- Part Three: Advertising - An overview -- The nature of advertising -- Advertising in our society -- Part Four: Building the ad -- Layout -- Copy -- Typography, production and color -- Part Five: Advertising media -- Newspapers -- Magazines -- Television and radio I -- Television and radio II -- Outdoor and transit -- Part Six: Sales promotion media -- Point of purchase -- Direct mail -- Part Seven: Business and retail advertising -- Industrial and trade advertising -- The retail advertiser -- Part Eight: Advertising management -- Advertising agencies and departments -- The campaign concept -- Scheduling -- How much to spend -- Measurement and evaluation in advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| 9 (RLIN) |
33679 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kirkpatrick, Charles Atkinson. |
| 9 (RLIN) |
2218 |
| Relator term |
author |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
.b10036507 |
| b |
170612 |
| c |
011116 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Suppress in OPAC |
0 |
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| 969 00 - LOCAL CODES |
|---|
| a |
12017 |
| 979 00 - LOCAL CODES |
|---|
| a |
FQ |
| b |
17 AUG 1994 |
| 989 00 - LOCAL CODES |
|---|
| a |
FQ |
| b |
29 OCT 1998 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| a |
c |
| Operator's initials, OID (RLIN) |
011115 |
| Cataloger's initials, CIN (RLIN) |
m |
| First Date, FD (RLIN) |
a |
| Local |
- |
| -- |
eng |
| -- |
mau |
| h |
0 |