Steel, Jon, <br/><br/>
Truth, lies, and advertising :  the art of account planning / 
Jon Steel. 
 - xix, 298 pages :  illustrations ;  24 cm 
<br/><br/> "An Adweek book.". 
<br/><br/>Includes bibliographical references (pages 277-279) and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0471189626 9780471189626 
<br/><br/><label>LCCN: </label>97040334 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising campaigns--Planning--United States<br/>Advertising--United States<br/>Advertising agencies--Customer services--United States
<br/><br/><label>LC Class. No.: </label>HF5837.  / S73 1998 
<br/><br/><label>Dewey Class. No.: </label>659.111