Effective advertising: Understanding when, how, and why advertising works / (Record no. 193562)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 7a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190330152122.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190316b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780761922537 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | SPU |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | SPU_CHN |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF 5823 |
| Item number | T44E 2004 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 233065 |
| Personal name | Tellis, Gerard J. |
| 245 ## - TITLE STATEMENT | |
| Title | Effective advertising: Understanding when, how, and why advertising works / |
| Statement of responsibility, etc. | Gerard J. Tellis |
| 246 ## - VARYING FORM OF TITLE | |
| Title proper/short title | Effective advertising |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Thousand Oaks : |
| Name of publisher, distributor, etc. | Sage Publications, |
| Date of publication, distribution, etc. | 2004 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 203 p.: |
| Other physical details | ill; |
| Dimensions | 23 cm. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part I: Understanding advertising page 1-2 -- 1.Evaluating advertising page 3-10 -- 2.Sweet, Secret workings of advertising page 11-26 -- 3.A General theory of firms' advertising page 27-42 -- 4.Measures of advertising' s effectiveness page 43-52 -- 5.Research designs to assess advertising effectiveness page 53-68 -- Part II: Findings from market studies: When and how much advertising works page 69-70 -- 6.Market effects of advertising intensity page 71-92 -- 7.Advertising' s dynamic and content effects page 93-108 -- Part III: Findings from experimental studies: How and why advertising works page 109-110 -- 8.Advertising as persuasion page 111-134 -- 9.Argument in advertising page 135-146 -- 10.Emotion in advertising page 147-177 -- 11.Endorsement in advertising page 179-194 |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 36801 |
| Topical term or geographic name entry element | ADVERTISING |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 162465 |
| Topical term or geographic name entry element | CONSUMERS |
| General subdivision | ATTITUDES |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 233075 |
| Topical term or geographic name entry element | EFFECTIVE |
| Topical term following geographic name entry element | ADVERTISING |
| 850 ## - HOLDING INSTITUTION | |
| Holding institution | SPU |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | General Book |
| 998 ## - STAFF NAME (SPU) | |
| ผู้ลงรายการ | Yuwadee 160319 |
| ผู้วิเคราะห์รายการ | Yuwadee 160319 |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Available | General Books (ENGLISH) | SPU Library, Chonburi campus | SPU Library, Chonburi campus | Floor 3: General Shelves (FOREIGN LANGUAGE) | 16/03/2019 | HF 5823 T44E 2004 | B009046 | 04/04/2019 | 16/03/2019 | General Book |