How to Plan Advertising

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.

• Truth, Lies, and Advertising: The Art of Account Planning
• Ethnography for Marketers: A Guide to Consumer Immersion
• The Practical Pocket Guide to Account Planning
• The Algorithms of Strategy: An Account Planner's Toolbox
• The Consumer Insight Workbook
• Communicating With the Multicultural Consumer: Theoretical and Practical Perspectives
• Communication Research Statistics
• A Master Class in Brand Planning: The Timeless Works of Stephen King
• Brain Surfing: The Top Marketing Strategy Minds in the World
• Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising