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How to Plan Advertising / Edition 2

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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 c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780826457400
  • Publisher: Continuum International Publishing Group
  • Publication date: 1/28/2001
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 224
  • Product dimensions: 6.60 (w) x 9.50 (h) x 0.60 (d)

Table of Contents

Notes on the contributors
Acknowledgements
Introduction
1 The planning context 1
2 The role for advertising 15
3 Developing advertising strategy 29
4 Creative briefs and briefings 48
5 The requirements for creativity: a creative director's perspective 64
6 Creative development research 81
7 Campaign evaluation 101
8 Account planning and media planning 121
9 International account planning 137
10 Planning inputs into the client's business 161
11 Planning in other communications industries 172
Notes and references 189
Index 195
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