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How to Plan Advertising
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How to Plan Advertising

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3.68  ·  Rating details ·  34 ratings  ·  3 reviews
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, writte ...more
Paperback, 224 pages
Published May 1st 1997 by Cassell (first published 1997)
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Honza Marcinek
I přesto, že ta kniha je 20 let stará, tak je tam spoustu základních informací, které platí i dnes. První dvě třetiny jsou v podstatě povinností pro každého stratéga. Zbytek už se zaměřuje na nová média (tehdy se začaly objevovat první online reklamy), takže některé věci se teprve vyvíjely a je zde popsaný i způsob, jak by planneři měli přistupovat například i k designu nebo PR. Velmi zajímavá je samozřejmě i část věnovaná tehdy novému mediálnímu plánování v reklamní agentuře.
Zde je několik zaj
...more
Clark Nguyen
Mar 01, 2016 rated it really liked it
Fundamentals for every Advertising Planner
Rodrigo
Interesante, aunque muy denso. Lo leí en la traducción argentina y al parecer fue traducido por Planners, no por traductores, pues aún sin conocer la versión original se siente demasiado literal, lo que a veces hace difícil la lectura. De cualquier manera, y tomando en cuenta lo poco que hay sobre Planning en español, es un libro básico para cualquiera que quiera saber algo sobre Planeación Estratégica.
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