Steel, Jon. <br/><br/>
Truth, lies, and advertising: the art of account planning/ 
Jon Steel. 
 - New York :  Wiley,  c1998. 
 - xix, 298 p.:  ill.;  24 cm. 
<br/><br/> "An Adweek book." 
<br/><br/>Includes bibliographical references (p. 277-279) and index. 
<br/><br/>No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication.<br/>Silent Partners: Account Planning and the New Consumer Alliance.<br/>The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.<br/>Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.<br/>The Fisherman's Guide: The Importance of Creative Briefing.<br/>Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.<br/>Serendipity: "Got Milk?" Acknowledgments.<br/>Bibliography.<br/>Index.<br/>Credits. 
<br/><br/><label>ISBN: </label>9780471189626 0471189626 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising campaigns--Planning.--United States<br/>Advertising--United States.<br/>Advertising agencies--Customer services--United States.
<br/><br/><label>Dewey Class. No.: </label>659.111  / STE/T