TY  - BOOK
AU  - Steel,Jon
TI  - Truth, lies, and advertising: the art of account planning
SN  - 9780471189626
U1  - 659.111 
PY  - 1998///
CY  - New York
PB  - Wiley
KW  - Advertising campaigns
KW  - United States
KW  - Planning
KW  - Advertising
KW  - Advertising agencies
KW  - Customer services
N1  - "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.
Index.
Credits
ER  -