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How to plan advertising / edited by Alan Cooper.

Contributor(s): Material type: TextTextPublisher: London : Cassell/Continuum in association with the Account Planning Group, 1997Edition: Second editionDescription: xvii, 201 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0826457401
  • 9780826457400
  • 0304701432
  • 9780304701438
Subject(s): DDC classification:
  • 659.111
LOC classification:
  • HF5823. H583 1997
Contents:
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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.111 HOW (Browse shelf(Opens below)) 1 Available A192255B

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.

Machine converted from AACR2 source record.

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