How to Plan Advertising / Second Edtion

Contributor(s):

Cooper Alan

Material type:

TextPublication details: Cassell, 1997Edition: 2ndDescription: 206ISBN:

304701432

Summary: A clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. Acknowledgements, Introduction, The Planning Context, The Role for Advertising, Developing Advertising Strategy, Creative Briefs and Briefings, The Requirements for Creativity: A Creative Director's Perspective, Creative Development Research, Campaign Evaluation, Account Planning and Media Planning, International Account Planning, Planning Inputs Into the Client's Business, Planning in Other Communications Industries, Notes and References, Index.

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Books	MC Athens Campus Library	659.111 COO (Browse shelf(Opens below))	1	Available	9780000016324

A clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. Acknowledgements, Introduction, The Planning Context, The Role for Advertising, Developing Advertising Strategy, Creative Briefs and Briefings, The Requirements for Creativity: A Creative Director's Perspective, Creative Development Research, Campaign Evaluation, Account Planning and Media Planning, International Account Planning, Planning Inputs Into the Client's Business, Planning in Other Communications Industries, Notes and References, Index.

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How to Plan Advertising / Second Edtion