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Excellence in advertising : the IPA guide to best practice / edited by Leslie Butterfield.

Contributor(s): Publication details: Boston, Mass. : Butterworth-Heinemann, c1999.Edition: 2nd edDescription: xviii, 304 p. : ill. ; 24 cmISBN:
  • 0750644796 (alk. paper)
  • 9780750644796
Subject(s): DDC classification:
  • 659.1 EXC
Contents:
1. Building successful brands - 2. The advertising contribution - 3. An overview of the pressures on the client - 4. Strategy development - 5. Quantitative data and advertising strategy development - 6. Analysis and interpretation in qualitative research: a researcher's perspective - 7. Creative briefing - 8. Creative briefing: the creative perspective - 9. Getting the best out of people in advertising - 10. The strategic importance of media - 11. Evaluating advertising - 12. Total communications strategy - 13. Is there a role for advertising as a driver of loyalty? - 14. Advertising and shareholder value - Index.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 3, BayNo 6

 659.1 EXC (Browse shelf(Opens below)) 1 Available SOMAC,37000,03,AD 5000032786

Includes bibliographical references and index.

1. Building successful brands - 2. The advertising contribution - 3. An overview of the pressures on the client - 4. Strategy development - 5. Quantitative data and advertising strategy development - 6. Analysis and interpretation in qualitative research: a researcher's perspective - 7. Creative briefing - 8. Creative briefing: the creative perspective - 9. Getting the best out of people in advertising - 10. The strategic importance of media - 11. Evaluating advertising - 12. Total communications strategy - 13. Is there a role for advertising as a driver of loyalty? - 14. Advertising and shareholder value - Index.