eBook How to Plan Advertising download
by Account Planning Group,Alan Cooper
Author: Account Planning Group,Alan Cooper
Publisher: Thomson Learning; 2 edition (June 1, 1997)
ePub: 1649 kb
Fb2: 1112 kb
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
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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.
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