Excellence in Advertising: The IPA Guide to Best Practice (Chartered Institute of Marketing (Paperback))

Leslie Butterfield

ISBN 10: 0750644796 / ISBN 13: 9780750644792

Published by Routledge, 1999

About this Item

Ancien livre de bibliothèque avec équipements. Edition 1999. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Edition 1999. Ammareal gives back up to 15% of this item's net price to charity organizations.

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Bibliographic Details

• Title: Excellence in Advertising: The IPA Guide to Best Practice (Chartered Institute of Marketing (Paperback))
• Publisher: Routledge
• Publication Date: 1999
• Language: English
• ISBN 10: 0750644796
• ISBN 13: 9780750644792
• Binding: Softcover
• Edition: 2nd Edition
• Condition: Bon

About this title

Synopsis

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 internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered. The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others. Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising: Building successful brands Strategy development The analysis and interpretation of qualitative research Creative briefing Media strategy AND NEW IN THIS EDITION: Managing relationships Evaluating advertising Loyalty Shareholder value Total communication strategy Combining state-of-the-art thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis. Leslie Butterfield is Chairman of Partners BDDH, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular contributor to advertising conferences and publications. He was Chairman of the IPA's Training and Development Committee from 1989 to 1997 and is now a Council Member and Fellow of the IPA.

About the Author

Leslie Butterfield