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Excellence in advertising :

Leslie Butterfield

Excellence in advertising : the IPA guide to best practice / edited by Leslie Butterfield. - Oxford ; Boston : Butterworth-Heinemann, c1997. - xviii, 260 p. : ill. ; 24 cm.

Includes index

Communications strategy; advertising's contribution; the client perspective; strategy development; quantitative research; qualitative research; creative briefing; managing client relationships; pitching; media; evaluation; defensive roles of advertising.

ISBN: 0750631295

ISSN: 9780750631297

Subjects--Topical Terms:
Advertising.

LC Class. No.: HF5823 / .E93

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