The Practical Pocket Guide to Account Planning
Kocek, Chris
ISBN 10: 0989284905 ISBN 13: 9780989284905
Editorial: Yellow Bird Press, 2013
Usado
Paperback
Librería:
HPB-Emerald, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Vendedor de AbeBooks desde 15 de septiembre de 2017
Este artículo en concreto ya no está disponible.
Descripción
Descripción:
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Sinopsis:
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 book 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
- How to be an ally to creatives so that together you can sell big, culturally infectious ideas to clients
Reseña del editor: 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. 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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Detalles bibliográficos
Título: The Practical Pocket Guide to Account ...
Editorial: Yellow Bird Press
Año de publicación: 2013
Encuadernación: Paperback
Condición: Very Good
Edición: 4ª Edición