The Practical Pocket Guide to Account Planning
ISBN-13:
9780989284905
ISBN-10:
0989284905
Edition:
4/15/13
Author:
Chris Kocek
Publication date:
2013
Publisher:
Yellow Bird Press
Format:
Paperback
158 pages
Category:
Advertising
,
Marketing & Sales
,
Marketing
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Book details
ISBN-13:
9780989284905
ISBN-10:
0989284905
Edition:
4/15/13
Author:
Chris Kocek
Publication date:
2013
Publisher:
Yellow Bird Press
Format:
Paperback
158 pages
Category:
Advertising
,
Marketing & Sales
,
Marketing
Summary
The Practical Pocket Guide to Account Planning (ISBN-13: 9780989284905 and ISBN-10: 0989284905), written by authors
Chris Kocek, was published by Yellow Bird Press in 2013.
With an overall rating of 3.6 stars, it's a notable title among other
Advertising
(Marketing & Sales, Marketing) books. You can easily purchase or rent The Practical Pocket Guide to Account Planning (Paperback) from BooksRun,
along with many other new and used
Advertising
books
and textbooks.
And, if you're looking to sell your copy, our current buyback offer is $0.04.
Description
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
- 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.
- 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 really do.
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