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Excellence in advertising[electronic resource] :the IPA guide to best practice /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	659.1
書名/作者:	Excellence in advertising : the IPA guide to best practice // edited by Leslie Butterfield.
其他作者:	Butterfield, Leslie,
出版者:	Boston, Mass. : : Butterworth-Heinemann,, c1999.
面頁冊數:	1 online resource (xviii, 304 p.) : : ill.
附註:	Description based on print version record.
標題:	Advertising.
ISBN:	9780080573694 (electronic bk.)
ISBN:	008057369X (electronic bk.)
書目註:	Includes bibliographical references and index.
內容註:	Building successful brands (Peter Doyle); The advertising contribution (John Bartle); An overview of the pressures on the client (Mike Sommers); Strategy development (Simon Clemmow); Quantitative data and advertising strategy development (Chris Forrest); The analysis and interpretation of qualitative research: a researcher's perspective (Roddy Glen); Creative briefing (Gary Duckworth); Creative briefing: the creative perspective (Steve Henry); Getting the best out of people in advertising (Richard Hytner); The strategic importance of media (Andy Tilley); Evaluating advertising (Tim Broadbent); Total communications strategy (Tim Pile); Is there a role for advertising as a driver of loyalty? (Andrew Grosthwaite); Advertising and shareholder value (Leslie Butterfield).
摘要、提要註:	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. Up-to-date and thoroughly revised Retains one of the most prominent author teams in this sector Broadened to take account of the marketing as well as advertising sectors.
電子資源:	An electronic book accessible through the World Wide Web; click for information
電子資源:	http://www.loc.gov/catdir/toc/els033/99043468.html
電子資源:	http://www.loc.gov/catdir/description/els033/99043468.html
電子資源:	http://www.netlibrary.com/urlapi.asp?action=summary&v=1&bookid=297956
電子資源:	Click here to view book

Excellence in advertising[electronic resource] :the IPA guide to best practice /
Excellence in advertisingthe IPA guide to best practice /[electronic resource] :edited by Leslie Butterfield. - Boston, Mass. :Butterworth-Heinemann,c1999. - 1 online resource (xviii, 304 p.) :ill.

Description based on print version record.

Includes bibliographical references and index.

Building successful brands (Peter Doyle); The advertising contribution (John Bartle); An overview of the pressures on the client (Mike Sommers); Strategy development (Simon Clemmow); Quantitative data and advertising strategy development (Chris Forrest); The analysis and interpretation of qualitative research: a researcher's perspective (Roddy Glen); Creative briefing (Gary Duckworth); Creative briefing: the creative perspective (Steve Henry); Getting the best out of people in advertising (Richard Hytner); The strategic importance of media (Andy Tilley); Evaluating advertising (Tim Broadbent); Total communications strategy (Tim Pile); Is there a role for advertising as a driver of loyalty? (Andrew Grosthwaite); Advertising and shareholder value (Leslie Butterfield).

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. Up-to-date and thoroughly revised Retains one of the most prominent author teams in this sector Broadened to take account of the marketing as well as advertising sectors.

ISBN: 9780080573694 (electronic bk.)Subjects--Topical Terms:

177147
Advertising.
Index Terms--Genre/Form:

336502
Electronic books.

LC Class. No.: HF5823 / .E93 1999eb

Dewey Class. No.: 659.1

Excellence in advertising[electronic resource] :the IPA guide to best practice /
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020 $a 008057369X (electronic bk.)
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245 0 0 $a Excellence in advertising $h [electronic resource] : $b the IPA guide to best practice / $c edited by Leslie Butterfield.
260 $a Boston, Mass. : $b Butterworth-Heinemann, $c c1999.
300 $a 1 online resource (xviii, 304 p.) : $b ill.
500 $a Description based on print version record.
504 $a Includes bibliographical references and index.
505 0 $a Building successful brands (Peter Doyle); The advertising contribution (John Bartle); An overview of the pressures on the client (Mike Sommers); Strategy development (Simon Clemmow); Quantitative data and advertising strategy development (Chris Forrest); The analysis and interpretation of qualitative research: a researcher's perspective (Roddy Glen); Creative briefing (Gary Duckworth); Creative briefing: the creative perspective (Steve Henry); Getting the best out of people in advertising (Richard Hytner); The strategic importance of media (Andy Tilley); Evaluating advertising (Tim Broadbent); Total communications strategy (Tim Pile); Is there a role for advertising as a driver of loyalty? (Andrew Grosthwaite); Advertising and shareholder value (Leslie Butterfield).
505 0 $a Building successful brands / Peter Doyle -- The advertising contribution / John Bartle -- An overview of the pressures on the client / Mike Sommers -- Strategy development / Simon Clemmow -- Quantitative data and advertising strategy development / Chris Forrest -- Analysis and interpretation in qualitative research : a researcher's perspective / Roddy Glen -- Creative briefing / Gary Duckworth -- Creative briefing : the creative perspective / Steve Henry -- Getting the best out of people in advertising / Richard Hytner -- The strategic importance of media / Andy Tilley -- Evaluating advertising / Tim Broadbent -- Total communications strategy / Tim Pile -- Is there a role for advertising as a driver of loyalty? / Andrew Crosthwaite -- Advertising and shareholder value / Leslie Butterfield.
520 $a 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. Up-to-date and thoroughly revised Retains one of the most prominent author teams in this sector Broadened to take account of the marketing as well as advertising sectors.
650 0 $a Advertising. $3 177147
655 7 $a Electronic books. $2 local $3 336502
700 1 $a Butterfield, Leslie, $d 1952- $3 404522
710 2 $a Institute of Practitioners in Advertising. $3 404523
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856 4 2 $3 Publisher description $u http://www.loc.gov/catdir/description/els033/99043468.html
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