How to Plan Advertising (2nd edition)

How to Plan Advertising (2nd edition)

By: Alan Cooper (author)Paperback

Up to 1 WeekUsually despatched within 1 week

£47.49 RRP £49.99  You save £2.50 (5%) With FREE Saver Delivery


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.


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.

Product Details

  • ISBN13: 9780826457400
  • Format: Paperback
  • Number Of Pages: 224
  • ID: 9780826457400
  • weight: 409
  • ISBN10: 0826457401
  • edition: 2nd edition

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

Prices are for internet purchases only. Prices and availability in WHSmith Stores may vary significantly