AdValue: twenty ways advertising works for business
Leslie Butterfield
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Format
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Softback
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Published
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13-02-03
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Publisher
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Butterworth-Heinemann
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ISBN
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0750655011
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Price £ 23.99
This book is not about advertising theory. It’s about advertising facts. Empirical, demonstrable proofs of how advertising works for businesses.
That advertising works is indisputable. Proving how it works to the Financial Director or the Board is a bit trickier, but that is increasingly what marketers are being asked to do.
The book sets out 20 ways in which advertising can be proven to work, covering four key areas: company value effects, business performance effects, customer effects, and brand effects.
Written to be applied generally to all businesses, the book draws on the expertise of various advertising academics and practitioners, such as John Philip Jones and Tim Broadbent, and makes use of key reports from the Institute of Practitioners in Advertising (IPA).
Packed full of evidence of the value advertising adds to a business, the book provides an impassioned and undeniable case for advertising’s contribution being properly acknowledged.