Truth, lies, and advertising: the art of account planning/
Steel, Jon.
Truth, lies, and advertising: the art of account planning/ Jon Steel. - New York : Wiley, 1998. - xix, 298 p. : ill. ; 24 cm.
"An Adweek book."
Includes bibliographical references (p. 277-279) and index.
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.
0471189626 (cloth : alk. paper)
Advertising campaigns--Planning.--United States
Advertising--United States.
Advertising agencies--Customer services--United States.
659.111 / STE/T
Truth, lies, and advertising: the art of account planning/ Jon Steel. - New York : Wiley, 1998. - xix, 298 p. : ill. ; 24 cm.
"An Adweek book."
Includes bibliographical references (p. 277-279) and index.
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.
0471189626 (cloth : alk. paper)
Advertising campaigns--Planning.--United States
Advertising--United States.
Advertising agencies--Customer services--United States.
659.111 / STE/T