What do you think?
Rate this book
AdValue
Advalue is organised into four sections, according to where the advertising effect is to be
* Company value effects
* Business performance effects
* Customer effects
* Brand effects
In 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.
* Company value effects
* Business performance effects
* Customer effects
* Brand effects
In 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.
214 pages, Kindle Edition
First published April 16, 2003
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
No one has reviewed this book yet.