TY  - BOOK
AU  - Cooper,Alan
ED  - Account Planning Group
TI  - How to plan advertising
SN  - 0826457401
AV  - HF5823. H583 1997
U1  - 659.111 
PY  - 1997///
CY  - London
PB  - Cassell/Continuum in association with the Account Planning Group
KW  - Advertising
KW  - Planning
KW  - Great Britain
N1  - 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
ER  -