The Art of Advertising Planning

Author: Jon Steel
Publisher:
Publish Date: 2003-01-01
Features: Good and effective advertising is the kind that fully meets the needs of consumers in the design of communication and information exchange methods, not just those of advertisers. This is also the purpose of advertising planning. The AP introduced in this book is a role that speaks for consumers and proposes consumer perspectives during the process of advertising planning, production, and implementation. It represents the hope of the advertising industry to reclaim its position in corporate marketing consulting from consultants. From a practical perspective, this book provides an in-depth and accessible explanation of the role and significance of AP in the advertising industry. Numerous vivid and practical advertising case studies help readers better understand the important role of AP in advertising planning. The core of this book lies in considering problems from the perspective of consumers. For this reason, it is not only a must-read for professionals in the advertising industry but also for all planners and client management personnel.