| Description |
xviii, 260 pages : illustrations ; 24 cm |
| Contents |
1. Building successful brands / Peter Doyle -- 2. The advertising contribution / John Bartle -- 3. An overview of the pressures on the client / Michael J. Sommers -- 4. Strategy development / Leslie Butterfield -- 5. Quantitative data and advertising strategy development / Chris Forrest -- 6. Analysis and interpretation in qualitative research: a researcher's perspective / Roddy Glen -- 7. Creative briefing / Gary Duckworth -- 8. Creative briefing: the creative perspective / Steve Henry -- 9. Managing creatives / Bruce Haines -- 10. A Survival Guide to the Pitch / Jim Kelly -- 11. Making the most of media / Iain Jacob -- 12. The defensive role of advertising / Paul Feldwick |
| Analysis |
Advertising |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising.
|
| Author |
Butterfield, Leslie, 1952-
|
|
Institute of Practitioners in Advertising.
|
| LC no. |
97207737 |
| ISBN |
0750631295 |
|
