How advertising works: (Record no. 1487)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02477 a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20181011110240.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 181010b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780761912415 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | IIMV |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| 245 1# - TITLE STATEMENT | |
| Title | How advertising works: |
| Remainder of title | the role of research / |
| Statement of responsibility, etc. | edited by John Philip Jones |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Name of publisher, distributor, etc. | Sage |
| Date of publication, distribution, etc. | 1998 |
| Place of publication, distribution, etc. | New Delhi |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | viii, 358 pages: |
| Other physical details | Illustrations; |
| Dimensions | 24cm. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Introduction / John Philip Jones --<br/>The advertising process / Timothy Joyce --<br/>The turbulent depths of marketing / Leo Bogart --<br/>Brand growth : the past, the present / Josh McQueen, Alice K. Sylvester, and Scott D. Moore --<br/>Penetration, brand loyalty, and the penetration supercharge / John Philip Jones --<br/>Repetitive advertising and the consumer / Andrew S.C. Ehrenberg --<br/>Is advertising still salesmanship? / John Philip Jones --<br/>Expansion advertising / Brian Wansink --<br/>Market research : why we need to be careful / John Philip Jones --<br/>Likeability : why advertising that is well liked sells well / Alexander L. Biel --<br/>Qualitative research in advertising / Jan S. Slater --<br/>Perceptual mapping / John Philip Jones --<br/>Brain wave measures of media involvement / Herbert E. Krugman --<br/>Consumer preferences as predictions / Alfred Politz and W. Edwards Deming --<br/>Quantitative pretesting for television advertising / John Philip Jones --<br/>Rough versus finished commercials in research / Paula Pierce --<br/>Electronic media audience measurement / Fiona Chew --<br/>Consumer purchasing, starch, and STAS : does magazine advertising produce an immediate effect? ; Retail research, consumer panels, store checking / John Philip Jones --<br/>Campaign evaluation through modeling / Simon Broadbent --<br/>Tracking studies / Paul Feldwick --<br/>Television advertising : measuring short and long term effects / Nigel S. Hollis --<br/>Do award winning commercials sell? / Donald Gunn --<br/>Single source research ; Is STAS a uniform measure for all types of buyers? ; How much advertising works? / John Philip Jones --<br/>Reduced advertising and its impact on profitability and market share in a recession / Alexander L. Biel --<br/>Margin and price effects of manufacturers' brand advertising / Robert L. Steiner --<br/>Macroeconomic effects : the influence of advertising on overall sales levels / John Philip Jones. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising. |
| 9 (RLIN) | 379 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| 9 (RLIN) | 380 |
| General subdivision | Research. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Jones, John Philip |
| Relator term | Editor |
| 9 (RLIN) | 381 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Reference |
| 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 | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Not For Loan | Reference | Indian Institute of Management Visakhapatnam | Indian Institute of Management Visakhapatnam | General Stacks | 10/09/2018 | 8 | 5.00 | 659.1 JON | 000937 | 04/08/2024 | 7065.80 | 10/09/2018 | Book |