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.
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