How to plan advertising / edited by Alan Cooper.
Material type:
TextPublisher: London : Cassell/Continuum in association with the Account Planning Group, 1997Edition: Second editionDescription: xvii, 201 pages : illustrations ; 25 cmContent type: - text
- unmediated
- volume
- 0826457401
- 9780826457400
- 0304701432
- 9780304701438
- 659.111
- HF5823. H583 1997
| 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 |
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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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