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Excellence in Advertising (CIM Professional Development) - Tapa blanda

 
9780750631297: Excellence in Advertising (CIM Professional Development)
Tapa blanda
ISBN 10: 0750631295 ISBN 13: 9780750631297
Editorial: Butterworth-Heinemann Ltd, 1997

Sinopsis

Divided into three sections - the overview, excellence in process, and excellence in practice, this book is a collection of essays on the rudiments of advertising. The contributors are among the top figures in Britain's advertising industry.

"Sinopsis" puede pertenecer a otra edición de este libro.

Reseña del editor

While many books on advertising are written by those whose direct experience of the industry is either very limited or else rather distant in time, Excellence in Advertising has been created by a group of people who are very directly involved in the UK advertising business currently, and are at the very top of their profession.

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, Paul Feldwick, Bruce Haines, Roddy Glen and so on.

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. Topics include: building successful brands; strategy development; the analysis and interpretation of qualitative research; creative briefing; managing creatives; making the most of media; the defensive role of advertising.

Combining classic 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 and Planning Director of Butterfield Day Devito Hockney, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular speaker at advertising conferences and seminars. He has been Chairman of the IPA's Training & Development Committee since 1989 and is a Fellow of the IPA.

Endorsed by the IPA and the CIM.
Features leading figures in the advertising business including John Bartle, Peter Doyle and Steve Henry
Book based on IPA's highly-rated training courses

Biografía del autor

Leslie Butterfield is CEO of the strategic brand consultancy Butterfield8, founder of agency Partners BDDH and a fellow of the IPA.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Butterworth-Heinemann Ltd
Año de publicación
1997
Idioma
Inglés
ISBN 10 
0750631295
ISBN 13 
9780750631297
Encuadernación
Tapa blanda
Número de páginas
256
Editor
Butterfield Leslie
Contacto del fabricante
no disponible
Persona responsable
no disponible