Truth, lies, and advertising : the art of account planning / Jon Steel.
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York :
Wiley,
[1998]
|
| Subjects: |
Table of Contents:
- Introduction: Firing Blanks
- 1. No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication
- 2. Silent Partners: Account Planning and the New Consumer Alliance
- 3. The Blind Leading the Bland: Advertising Follows Research... in the Wrong Direction
- 4. Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research
- 5. The Fisherman's Guide: The Importance of Creative Briefing
- 6. Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas
- 7. Serendipity: "got milk?"
- Acknowledgments
- Bibliography
- Index
- Credits
- About the Author.