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Readings in account planning / Hart Weichselbaum, executive editor.
Publication details: Chicago, Ill. : Copy Workship, c2008.Description: x, 316 p. ; 26 cmISBN:- 9781887229364 (pbk.) :
- 1887229361 (pbk.) :
- HF5837 .R43 2008
Contents:
Introduction: How I learned to be an account planner / Hart Weichselbaum -- The account planning revolution (from Hitting the sweet spot) / Bruce Bendinger -- How I started account planning in agencies / Stanley Pollitt -- Growing pains : planners on planning / Robert Lauterborn -- What is account planning? (and what do planners do exactly?) / Merry Baskins -- How advertising works : new steps on the advertising timeline / Mike Hall -- Defining a brand / Paul Feldwick -- Bedbury on brands : 2 articles from Fast company / Scott Bedbury -- Selections from Testing to destruction / Alan Hedges -- A review of qualitative methods (from Goodthinking) / Wendy Gordon -- When to gather, how to gather, what to gather / Alice Kendrick -- Seven exercises to sharpen your skills / Alice Kendrick -- Getting in character / Lisa Fortini-Campbell -- The coolhunt / Malcolm Gladwell -- Planning the new business pitch : a practical guide / Hart Weichselbaum -- The science of shopping / Malcolm Gladwell -- Above and beyond advertising planning / John Griffiths -- Your next job description : what clients think / Scott Lukas & Stephen Walker -- Not all Europeans are alike / John Heilemann - Writing creative briefs/Hart Weichselbaum.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5837 (Browse shelf(Opens below)) | Available | 5091642 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| HF 5828.4 .M55 2007 How to succeed in advertising : when all you have is talent / | HF 5828.4 .N454 2002 How to get into advertising : a guide to careers in advertising, media and marketing communications / | HF 5828.4 .P33 2010 How to put your book together and get a job in advertising / | HF 5837 Readings in account planning / | HF 5837 .A93 2000 Advertising campaign planning : developing an advertising-based marketing plan / | HF 5837 .G53 2009 Outrageous advertising that's outrageously successful / | HF 5837 .I5 1993 Great advertising campaigns : goals and accomplishments / |
Includes bibliographical references and index.
Introduction: How I learned to be an account planner / Hart Weichselbaum -- The account planning revolution (from Hitting the sweet spot) / Bruce Bendinger -- How I started account planning in agencies / Stanley Pollitt -- Growing pains : planners on planning / Robert Lauterborn -- What is account planning? (and what do planners do exactly?) / Merry Baskins -- How advertising works : new steps on the advertising timeline / Mike Hall -- Defining a brand / Paul Feldwick -- Bedbury on brands : 2 articles from Fast company / Scott Bedbury -- Selections from Testing to destruction / Alan Hedges -- A review of qualitative methods (from Goodthinking) / Wendy Gordon -- When to gather, how to gather, what to gather / Alice Kendrick -- Seven exercises to sharpen your skills / Alice Kendrick -- Getting in character / Lisa Fortini-Campbell -- The coolhunt / Malcolm Gladwell -- Planning the new business pitch : a practical guide / Hart Weichselbaum -- The science of shopping / Malcolm Gladwell -- Above and beyond advertising planning / John Griffiths -- Your next job description : what clients think / Scott Lukas & Stephen Walker -- Not all Europeans are alike / John Heilemann - Writing creative briefs/Hart Weichselbaum.
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