Ad Value by Leslie Butterfield
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Ad Value
By Leslie Butterfield

Ad Value

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Format: Paperback

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Ad Value by Leslie Butterfield

Book Description

Advalue is organised into four sections, according to where the advertising effect is to be seen: * Company value effects * Business performance effects * Customer effects * Brand effects In addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing 'the argument in brief'. The individual authors are leading experts in their fields drawn from the advertising industry, the client community and the academic world. The book is aimed both at an advertising audience and at a general business audience - spanning from Finance to Marketing - who need to tie advertising spend to tangible outcomes.

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Book Details

ISBN: 9780750655019
ISBN-10: 0750655011
Format: Paperback
(234mm x 156mm x 15mm)
Pages: 256
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 13-Feb-2003
Country of Publication: United Kingdom

Books By Author Leslie Butterfield

Excellence in Advertising by Leslie Butterfield Excellence in Advertising, Paperback (September 1999)

Presents a view on what constitutes best practice in a wide range of key areas that are the context for creation of effective advertising: building successful brands; strategy development; the analysis and interpretation of qualitative research; creative briefing; media strategy; managing relationships; evaluating advertising; loyalty; and more.

» View all books by Leslie Butterfield


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Author Biography - Leslie Butterfield

Leslie Butterfield is CEO of the strategic brand consultancy Butterfield8, founder of agency Partners BDDH and a fellow of the IPA.

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