ABSTRACT
Advalue is organised into four sections, according to where the advertising effect is to be seen:
* 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.
TABLE OF CONTENTS
part |2 pages
Part A – Company Value Effects
chapter 1|10 pages
How advertising impacts on profitability: Leslie Butterfield
chapter 2|10 pages
How advertising impacts on share price: James Gregory
chapter 3|8 pages
Advertising and profitability: the long-term returns: Marilyn Baxter
chapter 4|7 pages
How advertising affects shareholder value: Leslie Butterfield
part |2 pages
Part B – Business Performance Effects
chapter 5|7 pages
How advertising drives sales and profit: John Philip Jones
chapter 6|11 pages
How advertising impacts the sales process: Peter Field
chapter 7|10 pages
How advertising motivates the workforce: Johnny Hornby
chapter 9|7 pages
Advertising during a recession: Alex Biel and Stephen King
part |2 pages
Part C – Customer Effects
chapter 11|11 pages
How advertising affects customer loyalty: Andrew Crosthwaite
chapter 12|6 pages
Long-term profitability: advertising versus sales promotion: Alex Biel
chapter 13|8 pages
How advertising works in the total communications mix: Malcolm White
chapter 14|15 pages
How better media strategy leads to greater business success: Will Collin
chapter 15|6 pages
Tangible demonstrations of the advertising contribution: Chris Baker
part |2 pages
Part D – Brand Effects