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The Practical Pocket Guide to Account Planning - Softcover

Kocek, Chris

 
9780989284905: The Practical Pocket Guide to Account Planning
Softcover
ISBN 10: 0989284905 ISBN 13: 9780989284905
Verlag: Yellow Bird Press, 2013

Inhaltsangabe

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
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 do.

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Verlag
Yellow Bird Press
Erscheinungsdatum
2013
Sprache
Englisch
ISBN 10 
0989284905
ISBN 13 
9780989284905
Einband
Taschenbuch
Anzahl der Seiten
158
Kontakt zum Hersteller
Manufactured by Amazon on behalf of the author
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Luxemburg