How to plan advertising /
How to plan advertising /
edited by Alan Cooper.
- 2nd ed.
- London : Cassell, 1997.
- xvii, 201 p. : ill. ; 25 cm. + pbk.
Includes bibliographical references (pages 189-193) and index.
The planning context / M. T. Rainey -- The role for advertising / Simon Clemmow -- Developing advertising strategy / Leslie Butterfield -- Creative briefs and briefings / Charlie Robertson -- The requirements for creativity: a creative director's perspective / Jaspar Shelbourne and Merry Baskin -- Creative development research / Jackie Boulter -- Campaign evaluation / Paul Feldwick -- Account planning and media planning / Dan O'Donoghue -- International account planning / Rita Clifton -- Planning inputs into the client's business / Paul Edwards -- Planning in other communications industries / Michael Harvey.
0304701432
Advertising--Planning.
659.111
Includes bibliographical references (pages 189-193) and index.
The planning context / M. T. Rainey -- The role for advertising / Simon Clemmow -- Developing advertising strategy / Leslie Butterfield -- Creative briefs and briefings / Charlie Robertson -- The requirements for creativity: a creative director's perspective / Jaspar Shelbourne and Merry Baskin -- Creative development research / Jackie Boulter -- Campaign evaluation / Paul Feldwick -- Account planning and media planning / Dan O'Donoghue -- International account planning / Rita Clifton -- Planning inputs into the client's business / Paul Edwards -- Planning in other communications industries / Michael Harvey.
0304701432
Advertising--Planning.
659.111