How advertising impacts on profitability / Leslie Butterfield -- How advertising impacts on share price / James Gregory -- Advertising and profitability : the long-term returns / Marilyn Baxter -- How advertising affects shareholder value / Leslie Butterfield -- How advertising drives sales and profits / John Philip Jones -- How advertising impacts the sales process / Peter Field -- How advertising motivates the workforce / Johnny Hornby -- How online advertising can produce measurable business effects / Charlie Dobres -- Advertising during a recession / Alex Biel and Stephen King -- The evolution of our thinking about 'how advertising works' / Tim Broadbent -- How advertising affects customer loyalty / Andrew Crosthwaite -- Long-term profitability : advertising versus sales promotion / Alex Biel -- How advertising works in the total communications mix / Malcolm White -- How better media strategy leads to greater business success / Will Collin -- Tangible demonstrations of the advertising contribution / Chris Baker -- The advertising contribution to brand preference / John Bartle -- How advertising affects brand value / Simon Cole -- Advertising and the long-term success of the premium band / Stephan Buck -- How advertising works for corporate brands / Hamish Pringle -- Advertising and the non-conventional brand / Leslie Butterfield.