Building successful brands / Peter Doyle -- The advertising contribution / John Bartle -- An overview of the pressures on the client / Mike Sommers -- Strategy development / Simon Clemmow -- Quantitative data and advertising strategy development / Chris Forrest -- Analysis and interpretation in qualitative research : a researcher's perspective / Roddy Glen -- Creative briefing / Gary Duckworth -- Creative briefing : the creative perspective / Steve Henry -- Getting the best out of people in advertising / Richard Hytner -- The strategic importance of media / Andy Tilley -- Evaluating advertising / Tim Broadbent -- Total communications strategy / Tim Pile -- Is there a role for advertising as a driver of loyalty? / Andrew Crosthwaite -- Advertising and shareholder value / Leslie Butterfield.