This
is a great advertising book for Account Planning. It's short and
concise chapters helped me a lot for my exam and coursework (yes i
actually bought this!). Highlighting the hell out of this book aided my
understanding of the area.
It shows how to do an account plan
for a campaign with step by step analysis in the advertising agency
style. Which i used to get a surprise 1st in my account planning exam!
(ego rub)
Whilst i can't guarantee this will make you a genius
planner, Account Planning does teach you how to pick out the key
propositions of a brand and target audiences for campaigns and how to
interrogate the brand. It's truly a useful book for anyone interested in
advertising courses and how to plan advertising and marketing.
Amazon is where i tend to buy all my books for Uni from, check it out.
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