AdValue

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¥8,294
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AdValue

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 256 p.
  • 言語 ENG
  • 商品コード 9780750655019
  • DDC分類 659.1

Full Description

Advalue is organised into four sections, according to where the advertising effect is to be seen:

* Company value effects
* Business performance effects
* Customer effects
* Brand effects

In addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing 'the argument in brief'.

The individual authors are leading experts in their fields drawn from the advertising industry, the client community and the academic world. The book is aimed both at an advertising audience and at a general business audience - spanning from Finance to Marketing - who need to tie advertising spend to tangible outcomes.

Contents

Part A Company Value Effects; Chapter 1 How Advertising Impacts on Profitability, Leslie Butterfield; Chapter 2 How Advertising Impacts on Share Price, James Gregory; Chapter 3 * This article first appeared in Admap in July 2000. It is reproduced here with kind permission from Admap., Marilyn Baxter; Chapter 4 How Advertising Affects Shareholder Value, Leslie Butterfield; Part B Business Performance Effects; Chapter 5 How Advertising Drives Sales and Profit, John Philip Jones; Chapter 6 How Advertising Impacts the Sales Process, Peter Field; Chapter 7 How Advertising Motivates the Workforce, Johnny Hornby; Chapter 8 How Online Advertising Can Produce Measurable Business Effects, Charlie Dobres; Chapter 9 Advertising during a Recession, Alex Biel, Stephen King; Part C Customer Effects; Chapter 10 The Evolution of Our Thinking about 'How Advertising Works', Tim Broadbent; Chapter 11 How Advertising Affects Customer Loyalty, Andrew Crosthwaite; Chapter 12 Long-Term Profitability: Advertising versus Sales Promotion, Alex Biel; Chapter 13 How Advertising Works in the Total Communications Mix, Malcolm White; Chapter 14 How Better Media Strategy Leads to Greater Business Success, Will Collin; Chapter 15 Tangible Demonstrations of the Advertising Contribution, Chris Baker; Part D Brand Effects; Chapter 16 The Advertising Contribution to Brand Preference, John Bartle; Chapter 17 How Advertising Affects Brand Value, Simon Cole; Chapter 18 * Adapted from Buck, Stephan (2001) Advertising and the Long-term Success of the Premium Brand, published for the Advertising Association Economics Committee by WARC., Stephan Buck; Chapter 19 How Advertising Works for Corporate Brands, Hamish Pringle; Chapter 20 Advertising and The Non-Conventional Brand, Leslie Butterfield;