This text is not really about advertising theory - it's about
advertising facts: empirical, demonstrable proofs of how
advertising works for businesses. Its 20 chapters, most no longer
than 2000 words, each address a general proof of how advertising
works and how it specifically contributes to businesses The book is
organized into four sections, according to where the advertising
effect is to be seen: company value effects; business performance
effects; customer effects; and 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 specialists 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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