(英)乔恩·斯蒂尔著,中国三峡出版社,2003年1月出版,定价35.00元最好和最有效的广告是那些在沟通和信息交流方式的设计上能充分满足消费者而不仅是广告客户需求的广告,这也是广告企划的目的。AP(Account Planning)于20世纪60年代最早产生于英国,目前已经有超过半数的大型广告公司采用了 AP 制度。简言之,AP 就是在广告策划、制作和实施过程中消费者观点的代言人,以保证广告能充分反映消费者的声音。AP 近年来倍受重视,其中一个理由就 (UK) Jon Steele, China Three Gorges Press, January 2003, PRICE $ 35.00 The best and most effective advertisements are those that are designed to adequately satisfy consumers not only in the design of communication and information exchange Advertising is the advertiser’s needs, which is the purpose of advertising planning. AP (Account Planning) first came into the United Kingdom in the 1960s, and now more than half of large advertising companies have adopted the AP system. In short, the AP is the voice of consumers in the planning, production and implementation of advertising, in order to ensure that advertising can fully reflect the voice of consumers. AP has drawn much attention in recent years, one of the reasons