How to plan advertising /
How to plan advertising /
edited by Alan Cooper.
- Second edition.
- xvii, 201 pages : illustrations ; 25 cm
Revised edition of: How to plan advertising / edited by Don Cowley. 1987.
Includes bibliographical references and index.
1. The planning context / M. T. Rainey -- 2. The role for advertising / Simon Clemmow -- 3. Developing advertising strategy / Leslie Butterfield -- 4. Creative briefs and briefings / Charlie Robertson -- 5. The requirements for creativity: a creative director's perspective / Jaspar Shelbourne and Merry Baskin -- 6. Creative development research / Jackie Boulter -- 7. Campaign evaluation / Paul Feldwick -- 8. Account planning and media planning / Dan O'Donoghue -- 9. International account planning / Rita Clifton -- 10. Planning inputs into the client's business / Paul Edwards -- 11. Planning in other communications industries / Michael Harvey.
0826457401 9780826457400 0304701432 9780304701438
98118533
Advertising--Planning
Advertising--Planning--Great Britain
HF5823. / H583 1997
659.111
Revised edition of: How to plan advertising / edited by Don Cowley. 1987.
Includes bibliographical references and index.
1. The planning context / M. T. Rainey -- 2. The role for advertising / Simon Clemmow -- 3. Developing advertising strategy / Leslie Butterfield -- 4. Creative briefs and briefings / Charlie Robertson -- 5. The requirements for creativity: a creative director's perspective / Jaspar Shelbourne and Merry Baskin -- 6. Creative development research / Jackie Boulter -- 7. Campaign evaluation / Paul Feldwick -- 8. Account planning and media planning / Dan O'Donoghue -- 9. International account planning / Rita Clifton -- 10. Planning inputs into the client's business / Paul Edwards -- 11. Planning in other communications industries / Michael Harvey.
0826457401 9780826457400 0304701432 9780304701438
98118533
Advertising--Planning
Advertising--Planning--Great Britain
HF5823. / H583 1997
659.111