Truth, lies, and advertising: the art of account planning/
Jon Steel.
- New York : Wiley, c1998.
- 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. Index. Credits.
9780471189626 0471189626
Advertising campaigns--Planning.--United States Advertising--United States. Advertising agencies--Customer services--United States.