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This book is written Leslie Butterfield is Chairman of Partners BDDH. He is one of the UK advertising industry's most respected strategists.

Product Details

* Paperback: 260 pages

* Publisher: Butterworth-Heinemann (July 1997)

* Language: English

* ISBN-10: 0750631295

* ISBN-13: 978-0750631297

* Product Dimensions: 9.2 x 6.2 x 0.7 inches

* Shipping Weight: 1.1 pounds

Editorial Reviews

Book Description

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 --This text refers to the Paperback edition.

Book Info

Presents an overview of the creation of effective advertising. Topics include: building successful brands, strategy development, analysis & interpretation of qualitative research, creative briefing, managing creatives, making the most of the media, and defensive role of advertising. Paper.

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 brandsStrategy developmentThe analysis and interpretation of qualitative research Creative briefing Media strategyAND NEW IN THIS EDITION:Managing relationshipsEvaluating advertisingLoyaltyShareholder valueTotal communication strategyCombining 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 revisedRetains one of the most prominent author teams in this sectorBroadened to take account of the marketing as well as advertising sectors

CONTENTS:

Competitive Edge

3

dedijer, jequier, salesforce

Information Politics

29

technocratic, federalism, utopianism

Powers of Information

49

toyota, milliken, benetton

The Importance of Information Services for Productivity

69

goldhar, roderer, mogavero

Toward a Better Understanding of New Special

107

librarians, strable, hirings

A Survey

125

matarazzo, corp, sloane

meer ?

The Librarian as Information Source

157

studiousness, wyer, childers

Information Management in Large Organisations

167

upstarts, woodman, organisations

Future Librarians

195

librarianship, westlaw, lexis

Blow up the Corporate Library

217

organisations, warehouse, drucker

Whether

227

outsourcing, nerac, eddison

The Library Manager

243

Foreword xv

67

outsourcing, westlaw, nerac

Preface xvii

279

woolworths, fmcg, chernatony

Strategy development

63

startpoint, admap, fcuk

Quantitative data and advertising strategy development

83

kenco, fmcg, vodka

a researchers

109

daewoo, executional, admap

the creative perspective

161

hhcl, mazda, briefs

Getting the best out of people in advertising

177

creatives, client, psychometric

The strategic importance of media

193

takeaway, postmen, planner

Evaluating advertising

215

millward, stas, databank

Total communications strategy

231

fragmenting, subtracts, blockers

Is there a role for advertising as a driver of loyalty?

247

loyals, vulnerables, millward

Advertising and shareholder value

265

pims, shareholder, cadbury

Index

297

swot, woolworths, cadbury

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Rating:
2.5 out of 5 by Book123