Description

Book Synopsis
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.

Table of Contents
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.

How to Plan Advertising

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    A Paperback by Alan Cooper

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      Book details

      Publisher Cengage Learning EMEA
      Published 5/31/2001 12:00:00 AM
      ISBN-13 9780826457400
      978-0826457400
      ISBN-10 0826457401
      Also in:
      Advertising

      Description

      Book Synopsis
      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.

      Table of Contents
      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.

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