Excellence in Advertising

ISBN-10: 0750644796
ISBN-13: 9780750644792
Edition: 2nd 1999 (Revised)
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Description: Excellence in Advertising comprises a collection of essays on the rudiments of advertising from Britain's top figures in the industry.

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Book details

List price: $72.95
Edition: 2nd
Copyright year: 1999
Publisher: Routledge
Publication date: 10/12/1999
Binding: Paperback
Pages: 304
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 1.034
Language: English

Excellence in Advertising comprises a collection of essays on the rudiments of advertising from Britain's top figures in the industry.

List of contributors
Foreword
Preface
Acknowledgements
Building successful brands
The advertising contribution
An overview of the pressures on the client
Strategy development
Quantitative data and advertising strategy development
Analysis and interpretation in qualitative research: a researcher's perspective
Creative briefing
Creative briefing: the creative perspective
Getting the best out of people in advertising
The strategic importance of media
Evaluating advertising
Total communications strategy
Is there a role for advertising as a driver of loyalty?
Advertising and shareholder value
Index

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