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Excellence in Advertising (Paperback, 2nd edition)
Loot Price: R2,254
Discovery Miles 22 540
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Excellence in Advertising (Paperback, 2nd edition)
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While many books on advertising are written by people whose
experience of the industry is either limited or else rather distant
in time, Excellence in Advertising, has been created by a group of
people who are directly involved in the business currently and are
at the very top of their profession.
The first edition of this book, published in 1997, proved to be a
huge success both in the UK and internationally. This new edition
is substantially updated and enlarged - with new authors added and
new subjects covered.
The cast list of authors, headed by Leslie Butterfield as editor
and contributor, reads like a veritable Who's Who of advertising
and marketing: John Bartle, Steve Henry, Professor Peter Doyle,
Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile
and others.
Together their contributions present an authoritative view on what
constitutes best practice in a wide range of key areas that are the
context for the creation of effective advertising:
Building successful brands
Strategy development
The analysis and interpretation of qualitative research
Creative briefing
Media strategy
AND NEW IN THIS EDITION:
Managing relationships
Evaluating advertising
Loyalty
Shareholder value
Total communication strategy
Combining state-of-the-art thinking and practical advice, this book
will be of value to those who use advertising to build brands,
those who study advertising and its role and to those actively
engaged in producing excellence in advertising on a daily basis.
Leslie Butterfield is Chairman of Partners BDDH, the agency he
founded in 1987. He is one of the UK advertising industry's most
respected strategists, and aregular contributor to advertising
conferences and publications. He was Chairman of the IPA's Training
and Development Committee from 1989 to 1997 and is now a Council
Member and Fellow of the IPA.
Up-to-date and thoroughly revised
Retains one of the most prominent author teams in this sector
Broadened to take account of the marketing as well as advertising
sectors
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