How to plan advertising / edited by Alan Cooper.
Contributor(s): Cooper, Alan
.
Material type: 
BookPublisher: London : Cassell, 1997Edition: 2nd ed.Description: xvii, 201 p. : ill. ; 25 cm. + pbk.ISBN: 0304701432 .Subject(s): Advertising -- PlanningDDC classification: 659.111 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 659.111 (Browse shelf(Opens below)) | 1 | Available | 00068268 |
Enhanced descriptions from Syndetics:
Eleven articles detail the principles and practice of account planning in advertising agencies and other communications industries. The authors discuss procedures for developing the core strategy, creating inspiring briefs, and evaluating the effectiveness of ads. A discussion of recent developments in planning investigates the reworking of domestic advertising for multinational audiences. Examples and orientation are British, but most of the information is applicable beyond the borders of the UK. Distributed by Books International. Annotation copyrighted by Book News, Inc., Portland, OR
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.