While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession.
The first edition of this book, published in 1997, proved to be a huge success both in the UK and internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered.
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, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others.
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:
Building successful brands
The analysis and interpretation of qualitative research
AND NEW IN THIS EDITION:
Total communication strategy
Combining state-of-the-art 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 of Partners BDDH, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular contributor to advertising conferences and publications. He was Chairman of the IPA's Training and Development Committee from 1989 to 1997 and is now a Council Member and Fellow of the IPA.
Table of Contents
Building successful brands (Peter Doyle); The advertising contribution (John Bartle); An overview of the pressures on the client (Mike Sommers); Strategy development (Simon Clemmow); Quantitative data and advertising strategy development (Chris Forrest); The analysis and interpretation of qualitative research: a researcher's perspective (Roddy Glen); Creative briefing (Gary Duckworth); Creative briefing: the creative perspective (Steve Henry); Getting the best out of people in advertising (Richard Hytner); The strategic importance of media (Andy Tilley); Evaluating advertising (Tim Broadbent); Total communications strategy (Tim Pile); Is there a role for advertising as a driver of loyalty? (Andrew Grosthwaite); Advertising and shareholder value (Leslie Butterfield)