03-17-2014, 01:31 PM
Leslie Butterfield - Excellence in Advertising: The IPA Guide to Best Practice
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Leslie Butterfield - Excellence in Advertising: The IPA Guide to Best Practice [eBook (PDF)]
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
Dowbload
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Leslie Butterfield - Excellence in Advertising: The IPA Guide to Best Practice [eBook (PDF)]
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
Dowbload
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