Título: The Practical Pocket Guide to Account Planning
Autor: Chris Kocek
Sinopse: 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.
Contexto da obra
Quando a classificação é mais ampla, o contexto do livro costuma depender ainda mais de autoria, tema e edição. “The Practical Pocket Guide to Account Planning”, de Chris Kocek, publicado pela editora Yellow Bird Press, em 2013 e com 156 páginas, integra a categoria Livros Variados. Por isso, autoria, edição e tema acabam tendo ainda mais peso na forma de apresentar o livro.
Editora: Yellow Bird Press
Páginas: 156
Ano: 2013
Edição:
Linguagem: inglês
ISBN:
ISBN13:
