Edited by Leslie Butterfield
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Ad Value by Leslie Butterfield
Book DescriptionAdvalue 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 DetailsISBN: 9780750655019
(234mm x 156mm x 15mm)
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, Paperback (September 1999)» View all books by Leslie Butterfield
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.
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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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