Code: 17871044

AdValue

Name: AdValue
Brand: Taylor & Francis Ltd
SKU: 17871044
Price: 277.87 EUR
Availability: BackOrder
Author: Leslie Butterfield
ISBN: 9781138441101

by Leslie Butterfield

Language: English
Binding: Hardback
Number of pages: 256
Publisher: Taylor & Francis Ltd, 2017
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Book synopsis

Advalue is organised into four sections, according to where the advertising effect is to be seen: Company value effects Business performance effects Customer effects Brand effectsIn 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.