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BookPrinted Material

Title AdValue : twenty ways advertising works for business / edited by Leslie Butterfield.

Imprint Oxford ; Boston : Butterworth-Heinemann, 2003.

Item Status

Location Call No. Status OPAC Message Public Note Gift Note
 Moore Stacks  HF6161.B4 A3 2003    Available  ---
Description xxvi, 224 p. : ill. ; 24 cm.
Note "Published in association with the Institute of Practitioners in Advertising."
Bibliography Includes bibliographical references and index.
Contents How advertising impacts on profitability / Leslie Butterfield -- How advertising impacts on share price / James Gregory -- Advertising and profitability : the long-term returns / Marilyn Baxter -- How advertising affects shareholder value / Leslie Butterfield -- How advertising drives sales and profits / John Philip Jones -- How advertising impacts the sales process / Peter Field -- How advertising motivates the workforce / Johnny Hornby -- How online advertising can produce measurable business effects / Charlie Dobres -- Advertising during a recession / Alex Biel and Stephen King -- The evolution of our thinking about 'how advertising works' / Tim Broadbent -- How advertising affects customer loyalty / Andrew Crosthwaite -- Long-term profitability : advertising versus sales promotion / Alex Biel -- How advertising works in the total communications mix / Malcolm White -- How better media strategy leads to greater business success / Will Collin -- Tangible demonstrations of the advertising contribution / Chris Baker -- The advertising contribution to brand preference / John Bartle -- How advertising affects brand value / Simon Cole -- Advertising and the long-term success of the premium band / Stephan Buck -- How advertising works for corporate brands / Hamish Pringle -- Advertising and the non-conventional brand / Leslie Butterfield.
Subject Advertising -- Brand name products.
Brand name products.
Added Author Butterfield, Leslie, 1952-
Institute of Practitioners in Advertising.
Added Title Ad value
ISBN 0750655011 (alk. paper)