Truth, lies, and advertising : the art of account planning / Jon Steel.
Material type:
TextPublisher: New York : Wiley, [1998]Copyright date: ©1998Description: xix, 298 pages : illustrations ; 24 cmContent type: - text
- unmediated
- volume
- 0471189626
- 9780471189626
- 659.111
- HF5837. S73 1998
| 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 |
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"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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