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How to Plan Advertising - 
      Alan Cooper

How to Plan Advertising

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. Les mer
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756,-

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Paperback
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Paperback
Legg i
Vår pris: 756,-

(Paperback) Fri frakt!
Leveringstid: Sendes innen 7 virkedager

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.
FAKTA
Utgitt:
Forlag: Cengage Learning EMEA
Innbinding: Paperback
Språk: Engelsk
ISBN: 9780826457400
Utgave: 2. utg.
Format: 24 x 17 cm
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VURDERING
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Les vurderinger
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.