Summary
Advertising account planning is not new in the United States, but the discipline may not be clearly understood by a number of advertising agency executives and college and university educators. A number of great books have been written about planning, such as Truth, lies and Advertising by Jon Steel, Eating the Big Fish by Adam Morgan, The Brand Innovation Manifesto by John Grant, and The Houdini Solution by Ernie Schenck, to name but a few.
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Extract
Advertising Account Planning: A Practical Guide
Advertising Account Planning: A Practical Guide. Larry D. Kelley and Donald W. Jugenheimer. Armonk, NY: M.E. Sharpe, 2006.145 pp. $94.49 hbk. $35.95 pbk.
Advertising account planning is not new in the United States, but the discipline may n...See the full content of this document
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