AdValue (Paperback)

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

Imprint:	Butterworth-Heinemann
Country of origin:	United Kingdom
Release date:	February 2003
First published:	2003
Editors:	Leslie Butterfield
Dimensions:	234 x 156 x 15mm (L x W x T)
Format:	Paperback
Pages:	256
ISBN-13:	978-0-7506-5501-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	0-7506-5501-1
Barcode:	9780750655019

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