Truth, lies, and advertising : the art of account planning /
Steel, Jon,
Truth, lies, and advertising : the art of account planning / Jon Steel. - xix, 298 pages : illustrations ; 24 cm
"An Adweek book.".
Includes bibliographical references (pages 277-279) and index.
Introduction: Firing Blanks -- No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication -- Silent Partners: Account Planning and the New Consumer Alliance -- The Blind Leading the Bland: Advertising Follows Research... in the Wrong Direction -- Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research -- The Fisherman's Guide: The Importance of Creative Briefing -- Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas -- Serendipity: "got milk?" -- Acknowledgments -- Bibliography -- Index -- Credits -- About the Author. 1. 2. 3. 4. 5. 6. 7.
0471189626 9780471189626
97040334
Advertising campaigns--Planning--United States
Advertising--United States
Advertising agencies--Customer services--United States
HF5837. / S73 1998
659.111
Truth, lies, and advertising : the art of account planning / Jon Steel. - xix, 298 pages : illustrations ; 24 cm
"An Adweek book.".
Includes bibliographical references (pages 277-279) and index.
Introduction: Firing Blanks -- No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication -- Silent Partners: Account Planning and the New Consumer Alliance -- The Blind Leading the Bland: Advertising Follows Research... in the Wrong Direction -- Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research -- The Fisherman's Guide: The Importance of Creative Briefing -- Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas -- Serendipity: "got milk?" -- Acknowledgments -- Bibliography -- Index -- Credits -- About the Author. 1. 2. 3. 4. 5. 6. 7.
0471189626 9780471189626
97040334
Advertising campaigns--Planning--United States
Advertising--United States
Advertising agencies--Customer services--United States
HF5837. / S73 1998
659.111