Planning for Power Advertising - A. Halve

The Art of Advertising Planning is a sound and comprehensive introduction to advertising planning and branding. It discusses key issues and market realities, many of which are ignored and neglected in developing markets. The structure of this book follows a stepwise process, which starts from the beginning of the advertising planning process to the end product, which is the creative brief. Each chapter discusses a conceptual principle, which is illustrated by relevant examples. Some key issues d  

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