| Document Type
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BL
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| Record Number
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659322
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| Doc. No
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dltt
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| Title & Author
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Excellence in advertising : : the IPA guide to best practice /\ edited by Leslie Butterfield
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| Edition Statement
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Second edition
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| Page. NO
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xviii, 304 pages :: illustrations ;; 24 cm
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| ISBN
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0750644796
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: 9780750644792
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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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 -- Analysis and interpretation in 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 Crosthwaite -- Advertising and shareholder value / Leslie Butterfield
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| Subject
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Advertising
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| Dewey Classification
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659.1
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| LC Classification
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HF5823.E93 1999
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| Added Entry
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Butterfield, Leslie,1952-
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| Added Entry
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Institute of Practitioners in Advertising
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