Leslie Butterfield

Excellence in Advertising

• Broschiertes Buch

Produktbeschreibung

Presents a view on what constitutes best practice in a wide range of key areas that are the context for creation of effective advertising: building successful brands; strategy development; the analysis and interpretation of qualitative research; creative briefing; media strategy; managing relationships; evaluating advertising; loyalty; and more.

Produktdetails

• Verlag: Taylor & Francis Ltd
• 2 ed
• Seitenzahl: 328
• Erscheinungstermin: 24. September 1999
• Englisch
• Abmessung: 233mm x 157mm x 19mm
• Gewicht: 498g
• ISBN-13: 9780750644792
• ISBN-10: 0750644796
• Artikelnr.: 21559621

Autorenporträt

Leslie Butterfield

Inhaltsangabe

Building successful brands (Peter Doyle)
The advertising contribution (John Bartle)
An overview of the pressures on the client (Mike Sommers)
Strategy development (Simon Clemmow)
Quantitative data and advertising strategy development (Chris Forrest)
The analysis and interpretation of qualitative research: a researcher's perspective (Roddy Glen)
Creative briefing (Gary Duckworth)
Creative briefing: the creative perspective (Steve Henry)
Getting the best out of people in advertising (Richard Hytner)
The strategic importance of media (Andy Tilley)
Evaluating advertising (Tim Broadbent)
Total communications strategy (Tim Pile)
Is there a role for advertising as a driver of loyalty? (Andrew Grosthwaite)
Advertising and shareholder value (Leslie Butterfield)