Excellence in Advertising

Name: Excellence in Advertising
Availability: InStock
ISBN: 9780750644792

ISBN-10: 0750644796

ISBN-13: 9780750644792

Edition: 2nd 1999 (Revised)

Authors: Leslie Butterfield, Institute of Practitioners in Advertising Staff

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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.

Book details

List price: $81.95
Edition: 2nd
Copyright year: 1999
Publisher: Routledge
Publication date: 10/12/1999
Binding: Paperback
Pages: 328
Size: 6.22" wide x 9.09" long x 0.67" tall
Weight: 1.034
Language: English



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