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Truth, lies, and advertising: the art of account planning/ Jon Steel.

By: Steel, JonMaterial type: Text

TextPublication details: New York : Wiley, 1998Description: xix, 298 p. : ill. ; 24 cmISBN: 0471189626 (cloth : alk. paper)Subject(s): Advertising campaigns -- United States -- Planning | Advertising -- United States | Advertising agencies -- Customer services -- United StatesDDC classification: 659.111

Contents:

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.

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Holdings ( 1 )
Title notes ( 3 )
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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	659.111 STE/T (Browse shelf(Opens below))	Checked out	04/02/2021	P18448

Total holds: 0

"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.

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