TY  - BOOK
AU  - Cooper, Alan (ed.)
TI  - How to plan advertising
SN  - 03047014322
U1  - 659.1 
PY  - 1997///
CY  - London: 
PB  - Cassell
KW  - account planning
KW  - campaign evaluation
KW  - communication in indusries
KW  - creative brifes and briefing
KW  - creativity requirements
KW  - development research
KW  - media planning
KW  - planning context
KW  - roles of advertising
KW  - strategic development
ER  -