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Excellence in Advertising: The Ipa Guide to Best Practice (Chartered Institute of Marketing (Paperback)) - Softcover
Inhaltsangabe
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.
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Über die Autorin bzw. den Autor
Leslie Butterfield
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- VerlagRoutledge
- Erscheinungsdatum1999
- ISBN 10 0750644796
- ISBN 13 9780750644792
- EinbandTapa blanda
- SpracheEnglisch
- Auflage2
- Anzahl der Seiten328
- Kontakt zum HerstellerNicht verfügbar
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Excellence in Advertising: The Ipa Guide to Best Practice (Chartered Institute of Marketing (Paperback))
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Excellence in Advertising: The IPA Guide to Best Practice (Chartered Institute of Marketing (Paperback))
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Paperback. Zustand: Very Good. Excellence in Advertising: The IPA Guide to Best Practice (Chartered Institute of Marketing (Paperback)) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Bestandsnummer des Verkäufers 7719-9780750644792
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Excellence in Advertising: The IPA Guide to Best Practice (Chartered Institute of Marketing (Paperback))
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Excellence in Advertising: The IPA guide to best practice (Chartered Institute of Marketing (Paperback))
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Excellence in Advertising
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Excellence in Advertising
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Excellence in Advertising
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