AdValue

ISBN-13: 9780750655019 / Angielski / Miękka / 2003 / 256 str.

Leslie Butterfield

Opis

This book is not really about advertising theory - it's about advertising facts: empirical, demonstrable proofs of how advertising works for businesses. Its 20 chapters, most no longer than 2000 words, each address a general proof of how advertising works and how it specifically contributes to businesses.

Spis treści

How advertising impacts on profitability; How advertising impacts on share price; Advertising and profitability: the long-term returns; How advertising affects shareholder value; How advertising drives sales and profit; How advertising impacts the sales process; How advertising motivates the workforce; How online advertising can produce measurable business effects; Advertising during a recession; How advertising affects customer loyalty; Role of advertising in the total communications mix; Tangible demonstrations of the advertising contribution; The advertising contribution to brand preference; How advertising affects brand value; Advertising & the long-term success of the premium brand; How advertising works for corporate brands; Advertising and the non-conventional brand.

O autorze

Leslie Butterfield