TY  - BOOK
AU  - Steel,Jon
TI  - Truth, lies, and advertising: the art of account planning 
SN  - 0471189626
AV  - HF5837. S73 1998
U1  - 659.111 
PY  - 1998///]
CY  - New York
PB  - Wiley
KW  - Advertising campaigns
KW  - United States
KW  - Planning
KW  - Advertising
KW  - Advertising agencies
KW  - Customer services
N1  - "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
ER  -