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The practical pocket guide to account planning

The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.

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Detail Information

Series Title

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Call Number

657.4 Koc p

Publisher

United States of America : Yellow Bird Press., 2013

Collation

138 p. ; 20 cm.

Language

ISBN/ISSN

9780989284905

Classification

657.4

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

ADVERTISING
MARKETING
Advertising campaigns
Marketing -- Management
Advertising -- Management
MARKETING -- VOCATIONAL GUIDANCE
ADVERTISING -- VOCATIONAL GUIDANCE

Specific Detail Info

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Statement of Responsibility

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