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_dDLC
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043 _an-us---
050 0 0 _aHF5837.
_bS73 1998
082 0 _a659.111
100 1 _aSteel, Jon,
_eauthor.
_91036099
245 1 0 _aTruth, lies, and advertising :
_bthe art of account planning /
_cJon Steel.
264 1 _aNew York :
_bWiley,
_c[1998]
264 4 _c©1998
300 _axix, 298 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _a"An Adweek book.".
504 _aIncludes bibliographical references (pages 277-279) and index.
505 0 0 _tIntroduction: Firing Blanks --
_g1.
_tNo Room for the Mouse: The Failure to Involve Consumers in Advertising Communication --
_g2.
_tSilent Partners: Account Planning and the New Consumer Alliance --
_g3.
_tThe Blind Leading the Bland: Advertising Follows Research... in the Wrong Direction --
_g4.
_tPeeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research --
_g5.
_tThe Fisherman's Guide: The Importance of Creative Briefing --
_g6.
_tTen Housewives in Des Moines: The Perils of Researching Rough Creative Ideas --
_g7.
_tSerendipity: "got milk?" --
_tAcknowledgments --
_tBibliography --
_tIndex --
_tCredits --
_tAbout the Author.
588 _aMachine converted from AACR2 source record.
650 0 _aAdvertising campaigns
_zUnited States
_xPlanning
_9748329
650 0 _aAdvertising
_zUnited States
_9371373
650 0 _aAdvertising agencies
_xCustomer services
_zUnited States
_9726833
907 _a.b10112248
_b03-10-17
_c27-10-15
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