Excellence in Advertising by Leslie Butterfield
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Excellence in Advertising
Excellence in Advertising
Summary
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.
Excellence in Advertising Summary
Table of Contents
Communications strategy; advertising's contribution; the client perspective; strategy development; quantitative research; qualitative research; creative briefing; managing client relationships; pitching; media; evaluation; defensive roles of advertising.
Additional information
GOR001486937
9780750631297
0750631295
Excellence in Advertising by Leslie Butterfield
Used - Very Good
Paperback
Taylor & Francis Ltd
19970414
256
N/A
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