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Description - Ad Value by Leslie Butterfield

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

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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.

Books By Leslie Butterfield

Excellence in Advertising by Leslie Butterfield
Paperback, September 1999
$83.69