Fables, fashions, and facts about advertising : (Record no. 5895)
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| 000 -CABECERA | |
|---|---|
| Campo de control de longitud fija | 04084nam a2200217 a 4500 |
| 001 - NÚMERO DE CONTROL | |
| Campo de control | 4346 |
| 003 - IDENTIFICADOR DEL NÚMERO DE CONTROL | |
| Campo de control | IED_BCN |
| 005 - FECHA Y HORA DE LA ÚLTIMA TRANSACCIÓN | |
| Campo de control | 20191023151129.0 |
| 008 - CÓDIGOS DE INFORMACIÓN DE LONGITUD FIJA | |
| Campo de control de longitud fija | 191023e2004 |||| |||| 001 0 eng d |
| 010 ## - NÚMERO DE CONTROL DE LA BIBLIOTECA DEL CONGRESO | |
| Número de control de LC | 000004346 |
| 020 ## - NÚMERO INTERNACIONAL NORMALIZADO PARA LIBROS (ISBN) | |
| Número Internacional Normalizado para Libros (ISBN) | 0761927999 |
| 035 00 - NÚMERO DE CONTROL DEL SISTEMA | |
| Número de control del sistema | 4468 |
| 040 ## - FUENTE DE LA CATALOGACIÓN | |
| Centro catalogador de origen | IED_BCN |
| Lengua de catalogación | cat |
| Centro transcriptor | IED_BCN |
| 100 10 - PUNTO DE ACCESO PRINCIPAL - NOMBRE DE PERSONA | |
| Nombre de persona | Philip Jones,John |
| 9 (RLIN) | 1410 |
| 245 10 - MENCIÓN DE TÍTULO | |
| Título | Fables, fashions, and facts about advertising : |
| Resto del título | a study of 28 enduring myths / |
| Mención de responsabilidad etc. | John Philip Jones |
| 260 00 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Lugar de publicación distribución etc. | Londres : |
| Nombre del editor distribuidor etc. | Sage Publications, |
| Fecha de publicación distribución etc. | 2004 |
| 300 00 - DESCRIPCIÓN FÍSICA | |
| Extensión | 310 p. : |
| Otras características físicas | il. col. ; |
| Dimensiones | 23 cm |
| 505 ## - NOTA DE CONTENIDO CON FORMATO | |
| Nota de contenido con formato | Advertising's relationship to business generally and to the consumer : Why advertisers advertise ; Common sense and its pitfalls ; Consumer orientation ; One voice, many voices : Overpromise and underdelivery ; Advertising and the consumer ; Advertising and the amateur experts ; The role of habit : Added values ; Products and brands ; Functionality ; Added values - the result of planning or coincidence ; A lesson from economics ; Longevity -- Advertising strategy and the difficulty of locating target consumers, the development of creative ideas, and facts about how much advertising produces an effect : "Why exactly am i spending all this money?" ; Ends and means ; Sources of business ; Knitting together a brand's strategy : How many fish are there in the pool? And where are they? ; Mass marketing - and the search for precision ; The reality of the marketplace ; Where are the fish swimming in the pool? : The advertising imagination ; Adversiting's patchy performance ; The causes of the trouble ; "Bisociation" ; Two grab bags ; The lockes strongbox : Bursting the dam wall ; The imaginary dam ; Measuting how advertising produces sales ; The effect of increased pressure ; Are diminishing returns universal? -- Advertising investments, promotional expenditures, media strategy and media tactics : Overspending and underspending ; "Gut" feel, opportunism, extravagance ; Spending what a firm can afford ; Fact-based judgment ; A balancing act : Margins and how to slice into them ; The pipeline ; Pull gives way to push ; The balance tips below the line ; Why many manufacturers like promotions - and why they are usually misled : Fishing in different parts of the pool ; A branch of show business ; Do media that attract the most advertising dollars have the greatest horsepower to produce sales? ; Does television reach all the fish in the pool? ; Where does this all leave the perplexed advertiser? : Regularity and frequency ; Media planning: Fashions and anachronisms ; Two traps for the unwary ; The state of the media art -- How advertising works : The gatekeeper ; Market research: transparency and opacity ; Good cook make biryani ; Two very different theories : The main sourceof a manufacturer's profit ; Lessons from a visit to a supermarket ; Added values - what advertising contributes -- Research advertising - before and after it is run : Looking before you leap ; Research and the creative process ; The emergence of the focus group ; A last-minute health check : Consumer perceptions - and the cash register ; Why do advertisers track consumer perceptions? ; Consumer perceptions of advertising ; Consumer perceptions of brands ; A footnote on sales promotions : Wheels and their reinvention ; An abandoned heritage ; Is direct response an exclusively specialist technique? ; IMC - does it have a promising future behind it? -- How advertisig is managed : The global village ; How manufacturers view international business ; Different tribes ; A brand's position on its competitive map ; the role of the advertising agency : The cinderella of business ; Advertising and the CEO - a faded relationship ; Two cultures ; The straitjacket ; Does advertising matter? : Volcanoes and their extinction ; A fascinating and rather sinister business ; Agencies on the big board ; Three items for an advertising agency's agenda -- Sources of information : The expanding universe of information ; A small corpus of valuable literature ; Chapters and sources |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA - TÉRMINO DE MATERIA | |
| 9 (RLIN) | 3245 |
| Término de materia o nombre geográfico como elemento inicial | Publicitat |
| 942 ## - ENTRADA PARA ELEMENTOS AGREGADOS (KOHA) | |
| Fuente de clasificación o esquema de ordenación en estanterías | Library of Congress Classification |
| Koha [por defecto] tipo de item | Llibre |
| Suprimido | Estado de pérdida | Fuente de clasificación o esquema de ordenación en estanterías | Estropeado | No para préstamo | Localización permanente | Localización actual | Fecha de adquisición | Préstamos totales | Signatura completa | Código de barras | Fecha última consulta | Fecha del precio de reemplazo | Tipo de item de Koha |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | IED Barcelona | IED Barcelona | 23/10/2019 | R31.01 Phi | 2019-0995 | 23/10/2019 | 23/10/2019 | Llibre | |||||
| Library of Congress Classification | IED Barcelona | IED Barcelona | 08/04/2022 | R3.01 Bre | 2022-0013 | 08/04/2022 | 08/04/2022 | Llibre |