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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.
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.
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.
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 a regular 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.
While many books on advertising are written by those whose direct
experience of the industry is either very limited or else rather
distant in time, Excellence in Advertising has been created by a
group of people who are very directly involved in the UK
advertising business currently, and are at the very top of their
profession.
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