328 Pages
by
Routledge
324 Pages
by
Routledge
304 Pages
by
Routledge
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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... Read more
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)
Biography
Leslie Butterfield
