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eBook How to Plan Advertising download

by Account Planning Group,Alan Cooper

eBook How to Plan Advertising download ISBN: 0304701432
Author: Account Planning Group,Alan Cooper
Publisher: Thomson Learning; 2 edition (June 1, 1997)
Language: English
Pages: 201
ePub: 1649 kb
Fb2: 1112 kb
Rating: 4.6
Other formats: mobi mbr lrf doc
Category: Work and Money
Subcategory: Marketing and Sales

Like a lot of planning books its highly UK focused (not surprising considering that is where planning originated, but still discusses a lot of universal issues and processes that are relevant to US planners years after it was first printed. The book covers everything from the planning context to creative briefs to campaign evaluation. It's pretty comprehensive in nature and has a lot of great theory and case study examples.

How to Plan Advertising book. How to Plan Advertising is a clear, informative and entertaining book, 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. Planning is excellent when we all remember why we are doing this in the first place; collectively to produce great advertising which elicits the right response from the consumer. From a client's point of view the planner is often perceived to be in a unique position of trust. The planner did not write the creative work and so is expected to be less emotional about it.

This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. 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

They're the suits in Suits&Sneakers. Very keen to connect.

They're the suits in Suits&Sneakers. I have an immediate project I'm trying to fill for a mid to senior planner. Thank you! Creative Projects for Marketing & Advertising.

How To Think by Alan Jacobs. How To Plan Advertising by Alan Cooper. Space Race by Jim Taylor. 99% Pure Potato by John Griffiths.

You’ll probably also want to pick up John Steel’s Truth, Lies and Advertising because it’s basically become the planner’s bible. Most strategists have a copy sitting somewhere on their bookshelf. How To Think by Alan Jacobs. For understanding media, modernity and technology: The Inevitable by Kevin Kelly.

FREE shipping on qualifying offers. This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned.

Planning is a job function relating to the application of strategy and planning techniques to direct brands unique direction across communications across advertising and marketing channels.

Planning a book fair is easy with SignUpGenius! . As each group visits, it is wise to give a short overview of how the book fair shopping works. Booksellers often lend display items. Manage the traffic flow.

This volume is a guide to the advertising industry. Focusing on account planning, it demonstrates ways of communicatiing a brand in a motivating way, in order to grab the attention of a target audience.
Comments: (2)
Beazerdred
good book
Beazezius
I bought this book five years ago when I was studying advertising as an undergrad. I knew that I wanted to pursue account planning so I picked up every book I possibly could, and this was one of them. Overall I found it to be a great primer on account planning. Like a lot of planning books its highly UK focused (not surprising considering that is where planning originated, but still discusses a lot of universal issues and processes that are relevant to US planners years after it was first printed.

The book covers everything from the planning context to creative briefs to campaign evaluation. It's pretty comprehensive in nature and has a lot of great theory and case study examples. Although I currently do not reference it as often as I used to, I sometimes go to it when I need a process chart or am looking for some verbage to use in a research proposal.

I think the greatest asset of this book is it helps an aspiring planner get up to speed on all the aspects of the job and provides a good foundation. Obviously nothing takes the place of doing the job and getting hands on experience but as far as books go this one provides a great understanding of the theory and practices.

The main difference between this book and Truth, Lies and Advertising : The Art of Account Planning and this book is that the former is more conversationally written, where this one is a little more process-driven and dry. Neither one is necessarily better or worse than another but if you find you more enjoy antidotes and case studies you might like the former more. However, if you are more drawn to process, principles, and theories you'll likely like this book.

Overall, it's a great book and one I am considering adding to my course reading for an account planning course I am teaching this fall. Is it the one resource I would recommend every planner not be without, probably not, but it still offers a wealth of information and insight.