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Truth, lies, and advertising : the art of account planning / Jon Steel.

By: Material type: TextTextPublisher: New York : Wiley, [1998]Copyright date: ©1998Description: xix, 298 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0471189626
  • 9780471189626
Subject(s): DDC classification:
  • 659.111
LOC classification:
  • HF5837. S73 1998
Contents:
Introduction: Firing Blanks -- 1. No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication -- 2. Silent Partners: Account Planning and the New Consumer Alliance -- 3. The Blind Leading the Bland: Advertising Follows Research... in the Wrong Direction -- 4. Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research -- 5. The Fisherman's Guide: The Importance of Creative Briefing -- 6. Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas -- 7. Serendipity: "got milk?" -- Acknowledgments -- Bibliography -- Index -- Credits -- About the Author.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.111 STE (Browse shelf(Opens below)) 1 Available A472807B
Book City Campus City Campus Main Collection 659.111 STE (Browse shelf(Opens below)) 1 Available A184664B
Book City Campus City Campus Main Collection 659.111 STE (Browse shelf(Opens below)) 1 Available A247964B

"An Adweek book.".

Includes bibliographical references (pages 277-279) and index.

Introduction: Firing Blanks -- 1. No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication -- 2. Silent Partners: Account Planning and the New Consumer Alliance -- 3. The Blind Leading the Bland: Advertising Follows Research... in the Wrong Direction -- 4. Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research -- 5. The Fisherman's Guide: The Importance of Creative Briefing -- 6. Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas -- 7. Serendipity: "got milk?" -- Acknowledgments -- Bibliography -- Index -- Credits -- About the Author.

Machine converted from AACR2 source record.

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