AdValue : twenty ways advertising works for business /
| Corporate Authors: | , |
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| Other Authors: | |
| Format: | eBook |
| Language: | English |
| Published: |
Oxford ; Boston :
Butterworth-Heinemann,
2003.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- How advertising impacts on profitability / Leslie Butterfield
- How advertising impacts on share price / James Gregory
- Advertising and profitability : the long-term returns / Marilyn Baxter
- How advertising affects shareholder value / Leslie Butterfield
- How advertising drives sales and profits / John Philip Jones
- How advertising impacts the sales process / Peter Field
- How advertising motivates the workforce / Johnny Hornby
- How online advertising can produce measurable business effects / Charlie Dobres
- Advertising during a recession / Alex Biel and Stephen King
- The evolution of our thinking about 'how advertising works' / Tim Broadbent
- How advertising affects customer loyalty / Andrew Crosthwaite
- Long-term profitability : advertising versus sales promotion / Alex Biel
- How advertising works in the total communications mix / Malcolm White
- How better media strategy leads to greater business success / Will Collin
- Tangible demonstrations of the advertising contribution / Chris Baker
- The advertising contribution to brand preference / John Bartle
- How advertising affects brand value / Simon Cole
- Advertising and the long-term success of the premium band / Stephan Buck
- How advertising works for corporate brands / Hamish Pringle
- Advertising and the non-conventional brand / Leslie Butterfield.