000			01429cam a2200337 a 4500
999			_c165647 _d165647
020			_a9780471189626
020			_a0471189626
040			_cCUS
082	0	0	_a659.111 _bSTE/T
100	1		_aSteel, Jon.
245	1	0	_aTruth, lies, and advertising: the art of account planning/ _cJon Steel.
260			_aNew York : _bWiley, _cc1998.
300			_axix, 298 p.: _bill.; _c24 cm.
500			_a"An Adweek book."
504			_aIncludes bibliographical references (p. 277-279) and index.
505			_aNo 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.
650		0	_aAdvertising campaigns _zUnited States _xPlanning.
650		0	_aAdvertising _zUnited States.
650		0	_aAdvertising agencies _xCustomer services _zUnited States.
942			_cWB16