LEADER 00000cam a22004454a 4500 
001    ocm51203784 
005    20040218154030.0 
008    021127s2003    enka     b    001 0 eng   
010      2002043685 
020    0750655011|qalkaline paper 
035    (OCoLC)ocm51203784 
035    373222 
040    DLC|beng|cDLC|dC#P|dPMC 
042    pcc 
049    RIDM 
050 00 HF6161.B4|bA3 2003 
082 00 659.1|221 
090    HF6161.B4 A3 2003 
245 00 AdValue :|btwenty ways advertising works for business /
       |cedited by Leslie Butterfield. 
246 3  Ad value 
264  1 Oxford ;|aBoston :|bButterworth-Heinemann,|c2003. 
300    xxvi, 224 pages :|billustrations ;|c24 cm 
336    text|btxt|2rdacontent 
337    unmediated|bn|2rdamedia 
338    volume|bnc|2rdacarrier 
500    "Published in association with the Institute of 
       Practitioners in Advertising." 
504    Includes bibliographical references and index. 
505 0  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. 
650  0 Advertising|xBrand name products.|0https://id.loc.gov/
       authorities/subjects/sh85001101 
650  0 Brand name products.|0https://id.loc.gov/authorities/
       subjects/sh85016403 
650  7 Advertising|xBrand name products.|2fast|0https://
       id.worldcat.org/fast/797554 
650  7 Brand name products.|2fast|0https://id.worldcat.org/fast/
       837883 
700 1  Butterfield, Leslie,|d1952-|0https://id.loc.gov/
       authorities/names/no97058089 
710 2  Institute of Practitioners in Advertising.|0https://
       id.loc.gov/authorities/names/n80051843 
901    MARCIVE 20231220 
935    373222 
994    E0|bRID