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 effectsIn 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.
General
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