Advalue

ISBN-13: 9781138441101 / Angielski / Twarda / 2017

Leslie Butterfield

Opis

Provides information organised into four sections, according to where the advertising effect is to be seen: company value effects; business performance effects; customer effects; and brand effects. Based on reports from the IPA and leading advertising experts, this book offers a quantitative approach to gauging advertising performance.

Spis treści

Part A Company Value Effects; Chapter 1 How Advertising Impacts on Profitability, Leslie Butterfield; Chapter 2 How Advertising Impacts on Share Price, James Gregory; Chapter 3 * This article first appeared in Admap in July 2000. It is reproduced here with kind permission from Admap., Marilyn Baxter; Chapter 4 How Advertising Affects Shareholder Value, Leslie Butterfield; Part B Business Performance Effects; Chapter 5 How Advertising Drives Sales and Profit, John Philip Jones; Chapter 6 How Advertising Impacts the Sales Process, Peter Field; Chapter 7 How Advertising Motivates the Workforce, Johnny Hornby; Chapter 8 How Online Advertising Can Produce Measurable Business Effects, Charlie Dobres; Chapter 9 Advertising during a Recession, Alex Biel, Stephen King; Part C Customer Effects; Chapter 10 The Evolution of Our Thinking about ‘How Advertising Works’, Tim Broadbent; Chapter 11 How Advertising Affects Customer Loyalty, Andrew Crosthwaite; Chapter 12 Long-Term Profitability: Advertising versus Sales Promotion, Alex Biel; Chapter 13 How Advertising Works in the Total Communications Mix, Malcolm White; Chapter 14 How Better Media Strategy Leads to Greater Business Success, Will Collin; Chapter 15 Tangible Demonstrations of the Advertising Contribution, Chris Baker; Part D Brand Effects; Chapter 16 The Advertising Contribution to Brand Preference, John Bartle; Chapter 17 How Advertising Affects Brand Value, Simon Cole; Chapter 18 * Adapted from Buck, Stephan (2001) Advertising and the Long-term Success of the Premium Brand, published for the Advertising Association Economics Committee by WARC., Stephan Buck; Chapter 19 How Advertising Works for Corporate Brands, Hamish Pringle; Chapter 20 Advertising and The Non-Conventional Brand, Leslie Butterfield;

O autorze

Leslie Butterfield