| 000 | 01065cam a22002054a 4500 | ||
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| 005 | 20250605164014.0 | ||
| 008 | 250528s ||||||||||||||||||||||||d | ||
| 035 | _a16096 | ||
| 020 | _a304701432 | ||
| 040 |
_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2 |
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| 245 | 1 | _aHow to Plan Advertising / Second Edtion | |
| 250 | _a2nd | ||
| 260 |
_bCassell, _c1997 |
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| 300 | _a206 | ||
| 520 | _aA 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. | ||
| 700 | 1 |
_aCooper Alan _92135 |
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| 942 | _cBK | ||
| 999 |
_c1633 _d1633 |
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