How to Plan Advertising

ISBN-10: 0826457401

ISBN-13: 9780826457400

Edition: 2nd 2001

List price: $30.98
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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.
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Book details

List price: $30.98
Edition: 2nd
Copyright year: 2001
Publisher: Bloomsbury Publishing Plc
Binding: Paperback
Pages: 224
Size: 6.57" wide x 9.37" long x 0.39" tall
Weight: 0.506
Language: English

Alan Cooper is a Professor of Biophysical Chemistry in the Chemistry Department at Glasgow University, Glasgow, UK. After obtaining a first class honours degree in physics from Manchester University, he gained a diploma for Advanced Studies in Science (with Distinction) on the calculation of dispersion forces and optical properties of helical polynucleotides and a PhD in Biophysics on the thermodynamics of assembly and stability of collagen - both from Manchester University. Since then he has been a SRC Research Fellow at the Laboratory of Molecular Biophysics, Oxford University and a Junior Research Fellow, Wolfson College, Oxford as well as a NIH Research Fellow on the Pathology of Membranes Training Program in the department of Chemistry, Yale University, USA, before his return to Glasgow University as a Lecturer in Physical Chemistry, then Senior Lecturer, Reader and finally Professor. Until 2009, he was the Principal Editor of the Biophysical Chemistry journal and is on the Editorial boards of the European Biophysics Journal, Journal of the Iranian Chemical Society and BMC Biochemistry. He is an external assessor for various European universities and a member of the Molecular Biosciences Foresight Working Party, the ESF Working Party on post-genome biophysical studies and is on the management committee of COST D22 protein-lipid interaction. His research interests include biophysical chemistry, microcalorimetry; thermodynamics of protein folding, misfolding, aggregation and interactions; biomaterials chemistry, protein foams, nematode polyproteins; peptide-antibiotic interactions, and he has also had over 150 full papers published.

Notes on the contributors
Acknowledgements
Introduction
The planning context
The role for advertising
Developing advertising strategy
Creative briefs and briefings
The requirements for creativity: a creative director's perspective
Creative development research
Campaign evaluation
Account planning and media planning
International account planning
Planning inputs into the client's business
Planning in other communications industries
Notes and references
Index
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