Product Description

This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. There are chapters on formulating the core strategy, how to tranform that strategy into an inspiring brief, evaluating the effectiveness of advertising and the broader influence of planning. How to Plan Advertising is a clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. It provides a foundation of knowledge for those embarking upon a career in advertising, and is an essential reference for all students of business and marketing.

Product Details

• Amazon Sales Rank: #249442 in Books
• Published on: 2001-05-31
• Original language: English
• Binding: Paperback
• 224 pages

Customer Reviews

good working papers
I think this book provides good tools for people approaching strtegic planning departement. It's complete, easy to read and understand.