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TitleHow to plan advertising
Author edited by Don Cowley
Imprint London : Cassell in association with the Account Planning Group, 1987
Descript xii, 180 p. : ill; 25 cm


The planning context -- The role of advertising -- Research for strategic development -- Brand positioning -- Creative briefing -- Creative development research -- Testing advertisements -- Campaign evaluation


Communication Arts Library659.1 H847 1987CHECK SHELVES

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