<section name="raw">
    <SEQUENTIAL>
      <record key="001" att1="001" value="000039123" att2="000039123">000039123 001   L 000039123</record>
      <field key="002" subkey="a">20110120</field>
      <field key="003" subkey="">20110202</field>
      <field key="020" subkey="a">321422562</field>
      <field key="025" subkey="l">2009046191</field>
      <field key="026" subkey="">AC08384956</field>
      <field key="030" subkey="">a|5z|||z|0017</field>
      <field key="036" subkey="a">XD-US</field>
      <field key="037" subkey="b">eng</field>
      <field key="050" subkey="">a|||||||||||||</field>
      <field key="051" subkey="">m||||||</field>
      <field key="070" subkey="">FSE</field>
      <field key="070" subkey="a">BSZ</field>
      <field key="100" subkey="">$$L000027387$$aMcStay, Andrew</field>
      <field key="331" subkey="">Digital advertising</field>
      <field key="359" subkey="">Andrew McStay</field>
      <field key="403" subkey="">1. publ.</field>
      <field key="410" subkey="">Basingstoke [u.a.]</field>
      <field key="412" subkey="">Palgrave Macmillan</field>
      <field key="425" subkey="a">2010</field>
      <field key="433" subkey="">VIII, 274 S. : Ill., graph. Darst.</field>
      <field key="501" subkey="">Includes bibliographical references and index</field>
      <field key="540" subkey="a">$$a978-0-230-22241-0$$bpbk.</field>
      <field key="540" subkey="a">$$a978-0-230-22240-3</field>
      <field key="655" subkey="e">$$3Inhaltsverzeichnis$$mV:DE-605;X:Imageware$$qtext/plain$$uhttp://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?pid=3353793</field>
      <field key="655" subkey="e">$$3Inhaltsverzeichnis$$mV:DE-605;X:Imageware$$qapplication/pdf$$uhttp://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?pid=3353792</field>
      <field key="655" subkey="e">$$3Inhaltsverzeichnis$$uhttp://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?pid=3353793&amp;custom%5Fatt%5F2=simple%5Fviewer$$yDigital advertising</field>
      <field key="700" subkey="b">$$L000006708$$a659.144</field>
      <field key="700" subkey="g">$$L000003315$$aAP 17200</field>
      <field key="740" subkey="s">Advertising media planning</field>
      <field key="740" subkey="s">Advertising</field>
      <field key="740" subkey="s">Digital media</field>
      <field key="750" subkey="">Machine generated contents note: IntroductionThe History and Business Environment of Digital AdvertisingForms and Content: Beyond the Pop-upThe Business Practice and Cultural Contours of Dataveillance Conceiving User Approaches to Digital Advertising Policy and Regulation Creativity, Science and the New Consumer Conclusions, Ethics and Future Directions IntroductionThe History and Business Environment of Digital AdvertisingForms and Content: Beyond the Pop-upThe Business Practice and Cultural Contours of Dataveillance Conceiving User Approaches to Digital Advertising Policy and Regulation Creativity, Science and the New Consumer Conclusions, Ethics and Future Directions</field>
      <field key="753" subkey="">"Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising"--Provided by publisher</field>
      <field key="902" subkey="s">$$L000000154$$aWerbung</field>
      <field key="CAT" subkey="">$$aFSEHEG$$c20110120$$h110318</field>
      <field key="CAT" subkey="">$$aFSEHEG$$c20110120$$h110739</field>
      <field key="CAT" subkey="">$$aFSEHEG$$c20110202$$h092936</field>
      <field key="COV" subkey="">http://opac.fh-burgenland.at/repository/cover/978-0-230-22241-0.gif</field>
      <field key="FMT" subkey="">MH</field>
      <field key="LDR" subkey="">-----nM2.01200024------h</field>
    </SEQUENTIAL>
  </section>