000			01611 a2200241 4500
003			OSt
005			20180116182648.0
008			160427b xxu||||| |||| 00| 0 eng d
020			_a0750655011
020			_a9780750655019
040			_c0
082	0	4	_a659.1
100			_aButterfield, Leslie.
245	0	0	_aAdvalue.
260			_a[S.l.] : _bButterworth-Heinemann, _c2003.
300			_a256 p. ; _c24 cm.
500			_aPaperback.
520			_aAdvalue 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. * Based on key reports from the IPA and leading advertising experts. * Offers the first comprehensive and coherent quantitative approach to gauging advertising performance. * Suitable for both an advertising and a general business audience.
700	1		_aButterfield, Leslie.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0750655011/chopaconline-20
856	4	0	_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=0750655011
942			_aNBS _cBK _k659.1 BUT _2ddc
999			_c343586 _d343586