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How to Plan Advertising, 2nd Edition

Alan Cooper

  • Copyright 2001
  • {{checkPublicationMessage('Published', '2001-05-31T00:00:00+0000')}}
Starting At $64.95 See pricing and ISBN options
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How to Plan Advertising 2nd Edition by Alan Cooper
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Overview

HOW TO PLAN ADVERTISING 2E

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Meet the Authors

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Alan Cooper

Table of Contents

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Introduction.
1. The Planning Context.
2. The Role for Advertising.
3. Developing Advertising Strategy.
4. Creative Briefs and Briefings.
5. The Requirements for Creativity: A Creative Director''s Perspective.
6. Creative Development Research.
7. Campaign Evaluation.
8. Account Planning and Media Planning.
9. International Account Planning.
10. Planning Inputs into the Client''s Business.
11. Planning in Other Communications Industries.
Notes and References.
Index.

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  • ISBN-10: 0826457401
  • ISBN-13: 9780826457400
  • RETAIL $64.95
Instructor Next Steps
Students: Buy now