Excellence in Advertising: The IPA guide to best practice

Leslie Butterfield

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

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)

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