Excellence in Advertising, Second Edition
and over one million other books are available for Amazon Kindle .
Learn more
| ||||||||||||||||||
 Trade In this Item for up to £1.75
Get an extra £5 when you trade in books worth £10 or more until June 30, 2012. Trade in Excellence in Advertising: The IPA Guide to Best Practice (Chartered Institute of Marketing) for an Amazon.co.uk gift card of up to £1.75, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Find more products eligible for trade-in.
|
Frequently Bought Together
Product details
|
Product Description
Product Description
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
Strategy development
The analysis and interpretation of qualitative research
Creative briefing
Media strategy
AND NEW IN THIS EDITION:
Managing relationships
Evaluating advertising
Loyalty
Shareholder value
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.
Up-to-date and thoroughly revised
Retains one of the most prominent author teams in this sector
Broadened to take account of the marketing as well as advertising sectors
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
Strategy development
The analysis and interpretation of qualitative research
Creative briefing
Media strategy
AND NEW IN THIS EDITION:
Managing relationships
Evaluating advertising
Loyalty
Shareholder value
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.
Up-to-date and thoroughly revised
Retains one of the most prominent author teams in this sector
Broadened to take account of the marketing as well as advertising sectors
About the Author
Leslie Butterfield is CEO of the strategic brand consultancy Butterfield8, founder of agency Partners BDDH and a fellow of the IPA.
Inside This Book
(Learn More)
First Sentence
The role and valuation of brands has recently become a controversial issue. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
The role and valuation of brands has recently become a controversial issue. Read the first page
Explore More
Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
Tag this product(What's this?)Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organise and find favourite items. |
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
Most Helpful Customer Reviews
6 of 6 people found the following review helpful
Format:Paperback
I wish I'd read this book rather earlier. In September 1973 to be precise when I started in advertising. It would have given me a very unfair advantage. I devoured it in two sittings. Not simply because of my relationship with 7 of the 12 authors but because I was unable to put it down. This is an outstanding book about the advertising business with seminal contributions from some of its great practitioners, set in a wonderfully coherent editorial structure. Each chapter is a mini goldmine of information, insight and inspiration, many illustrated with original and revelatory graphics and diagrams. I particularly liked John Bartle's brand totality and the BBH creative briefing format. Leslie Butterfield's diamond, and Roddy Glen's creative Venn diagram. Publication of Jim Kelly's pitch winning logic chain and Iain Jacob's communications plan and platform will also significantly increase the level of competition for new business. On the same 'how to' theme I found Gary Duckworth and Steve Henry's approaches to the creative briefing process highly invigorating; their respective notions of Archimedes lever and the unique selling persona are great ones to carry around. So too is Bruce Haines' sensitive and insightful piece on managing the vital relationship with creative people. Peter Doyle's business overview of the building of brands gives an authoritiative appraisal of the total value of what we do and provides the context for subsequent chapters which describe how we should actually go about doing it. Paul Feldwick's concluding chapter reminded me again of the depth of his thinking and the true nature of what we do. I particularly liked his critique of linear persuasion models and his advocacy of suggestability as a more realistic one in the majority of cases. Congratulations must go to Leslie Butterfield, for persuading these top practitioners to turn their speeches into prose for the benefit of everyone.
Hamish Pringle of Brand Beliefs.
5 of 5 people found the following review helpful
Format:Paperback
About 20 years ago I published a little book called Teach Yourself Advertising. Before writing it I read, with uncharacteristic diligence, all the worthwhile advertising textbooks then available. In consequence Teach Yourself was a fair summary of the state of advertising knowledge in the 1970's. The new edition of Excellence in Advertising shows just how far the business has come since then: one helluva long way. It is digital light years ahead of anything that was available twenty years ago. Those moaning minnies who incessantly grumble that nothing has changed in adland, and that agencies are conservative backwaters, should be screwed to their desks and forced to read Excellence from start to finish. The first edition, which came out in 1997, proved an outstanding success. I have no doubt this one will do still better (if that is possible). It comprises14 papers, each written by a leader in his field - they are all written by males I'm sad to say - and each explores in detail a part of the advertising process. Together they provide a series of exceptional insights into the role of advertising at the end of the 20th century, the ways campaigns are now developed, and the current means of assessing their value both to advertisers and shareholders. All the contributions are consummately clear and simple. Many of them are entertaining - not a bad achievement in an IPA sponsored textbook. (Whether the contributors wrote well or were edited well by Leslie Butterfield is irrelevant: the end results are exemplary.) If I have a tiny grumble, apart from the inadvertent sexism, it is that too little is made of the benefits of advertising to consumers. That aside, Excellence in Advertising is authoritative, readable, relevant and up-to-the-minute. To coin a phrase, Excellence is simply excellent. Winston Fletcher
Format:Paperback
This is fantastic reading for anyone in or wanting to get into advertising and marketing. This collection of learnings and experiences will no doubt stand the test of time.
A must-read!
Would you like to see more reviews about this item?
Was this review helpful?
Let us know
Listmania!
|
|
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
