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008 | 970905s1998 nyua b 001 0 eng d | ||
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_aDLC _beng _erda _cDLC _dDLC _dATU |
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043 | _an-us--- | ||
050 | 0 | 0 |
_aHF5837. _bS73 1998 |
082 | 0 | _a659.111 | |
100 | 1 |
_aSteel, Jon, _eauthor. _91036099 |
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245 | 1 | 0 |
_aTruth, lies, and advertising : _bthe art of account planning / _cJon Steel. |
264 | 1 |
_aNew York : _bWiley, _c[1998] |
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264 | 4 | _c©1998 | |
300 |
_axix, 298 pages : _billustrations ; _c24 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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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 |
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650 | 0 |
_aAdvertising _zUnited States _9371373 |
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650 | 0 |
_aAdvertising agencies _xCustomer services _zUnited States _9726833 |
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