How to Plan Advertising

Alan Cooper (Autor)

Buch | Softcover

224 Seiten

2001 | 2nd edition
Cengage Learning EMEA (Verlag)
978-0-8264-5740-0 (ISBN)

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This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. There are chapters on formulating the core strategy, how to tranform that strategy into an inspiring brief, evaluating the effectiveness of advertising and the broader influence of planning.

How to Plan Advertising is a clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. It provides a foundation of knowledge for those embarking upon a career in advertising, and is an essential reference for all students of business and marketing.

Introduction.
1. The Planning Context.
2. The Role for Advertising.
3. Developing Advertising Strategy.
4. Creative Briefs and Briefings.
5. The Requirements for Creativity: A Creative Director''s Perspective.
6. Creative Development Research.
7. Campaign Evaluation.
8. Account Planning and Media Planning.
9. International Account Planning.
10. Planning Inputs into the Client''s Business.
11. Planning in Other Communications Industries.
Notes and References.
Index.

Erscheint lt. Verlag	31.5.2001
Verlagsort	London
Sprache	englisch
Maße	167 x 10 mm
Gewicht	410 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-8264-5740-1 / 0826457401
ISBN-13	978-0-8264-5740-0 / 9780826457400
Zustand	Neuware