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The creative brief and its strategic role in the campaign development process
Storey, Richard; Smit, Edith - In: The Sage handbook of advertising, (pp. 171-183). 2007
Persistent link: https://www.econbiz.de/10003570248
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Account planning : its history and its significance for ad agencies
Feldwick, Paul - In: The Sage handbook of advertising, (pp. 184-198). 2007
Persistent link: https://www.econbiz.de/10003570251
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Learning from case studies of effectiveness
Field, Peter - In: The Sage handbook of advertising, (pp. 199-213). 2007
Persistent link: https://www.econbiz.de/10003570473
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Pretesting : "before the rubber hits the road"
Pieters, Rik; Wedel, Michel - In: The Sage handbook of advertising, (pp. 217-232). 2007
Persistent link: https://www.econbiz.de/10003570477
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Media planning
Danaher, Peter J. - In: The Sage handbook of advertising, (pp. 299-315). 2007
Persistent link: https://www.econbiz.de/10003570510
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A fresh view of the advertising budget process
Farris, Paul W.; West, Douglas C. - In: The Sage handbook of advertising, (pp. 316-332). 2007
Persistent link: https://www.econbiz.de/10003570520
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Essentials of planning media schedules
Vakratsas, Demetrios; Naik, Prasad A. - In: The Sage handbook of advertising, (pp. 333-348). 2007
Persistent link: https://www.econbiz.de/10003570526