How to Become a Master of Advertising Planning

Author: Xi Deng
Publisher:
Publish Date: 2005-04-01
Features: How to become a master of advertising planning? How to help a novice planner mature? Awareness. Only with the awareness of an excellent advertising planner can skills be fully utilized. Over 30 years of professional experience and 500 successful advertising planning practices have led to the author's unique planning philosophy. Unlike similar books today, this book focuses on the awareness of the advertising planner. To help planners break through in awareness, the book emphasizes four key elements: awareness, knowledge, skills, and attitude. By explaining these elements, the book makes readers realize that if a planner cannot stand on the client's side and reflect the client's will and desires, they will not be able to design a plan that truly suits the client. After its publication in Japan, the book caused a sensation and was hailed as the "Bible of Advertising Planning." Awareness, knowledge, skills, and attitude are the four qualities of an excellent advertising planner. Many people believe that becoming a skilled planner is enough with just superior techniques, but this book tells you—this is far from enough. Awareness is more important than skills; awareness is the root, while skills are the branches. The author's advice:
· Don't think you've accomplished the task just because you get the chance to "submit an advertising planning proposal";
· Don't forget that the daily commissions of the advertiser are also part of planning;
· Don't ignore the fact that "planning involves risks" just because you know it;
· Don't think that "planning has techniques" is enough. How to become a master of advertising planning? How to help a novice planner mature? Awareness. Only with the awareness of an excellent advertising planner can skills be fully utilized. Over 30 years of professional experience and 500 successful advertising planning practices have led to the author's unique planning philosophy. Unlike similar books today, this book focuses on the awareness of the advertising planner. To help planners break through in awareness, the book emphasizes four key elements: awareness, knowledge, skills, and attitude. By explaining these elements, the book makes readers realize that if a planner cannot stand on the client's side and reflect the client's will and desires, they will not be able to design a plan that truly suits the client. After its publication in Japan, the book caused a sensation and was hailed as the "Bible of Advertising Planning."