The media handbook : (Record no. 12432)

000 -LEADER
fixed length control field 01654cam a2200397 i 4500
001 - CONTROL NUMBER
control field 2013028080
003 - CONTROL NUMBER IDENTIFIER
control field DLC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20170214100203.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 130726t20142014nyua b 001 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2013028080
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780415856713 (pbk.)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 041585671X (pbk.)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780415856720 (hardback)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 0415856728 (hardback)
040 ## - CATALOGING SOURCE
Transcribing agency
042 ## - AUTHENTICATION CODE
Authentication code pcc
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5826.5
Item number K38 2014
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659
Edition number 23
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Katz, Helen E.,
Relator term author.
Authority record control number (local)70095
245 14 - TITLE STATEMENT
Title The media handbook :
Remainder of title a complete guide to advertising media selection, planning, research, and buying /
Statement of responsibility, etc Helen Katz.
250 ## - EDITION STATEMENT
Edition statement Fifth edition.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc New York :
Name of publisher, distributor, etc Routledge,
Date of publication, distribution, etc 2014.
264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Date of publication, distribution, etc ©2014
300 ## - PHYSICAL DESCRIPTION
Extent xii, 232 pages ;
Dimensions 23 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
490 1# - SERIES STATEMENT
Series statement Routledge Communication Series
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising media planning.
Authority record control number (local)30813
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Mass media and business.
Authority record control number (local)46991
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing channels.
Authority record control number (local)58469
830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE
Uniform title Routledge communication series.
Authority record control number (local)51628
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Koha item type Book
Holdings
Full call number Price effective from Date last seen Damaged status Lost status Not for loan Source of classification or shelving scheme Shelving location Koha item type Source of acquisition Permanent Location Date acquired Barcode Current Location
HF5826.5 K38 20142014-05-272014-05-27    Library CollectionBookYBP Library ServicesLee Yan Fong Library2014-05-1200018093Lee Yan Fong Library
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG