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Adweek Magazine Ser.: Truth, Lies, and Advertising : The Art of Account Planning by Jon Steel (1998, Hardcover)

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TRUTH, LIES, AND ADVERTISING: THE ART OF ACCOUNT PLANNING By Jon Steel - Hardcover **BRAND NEW**.

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Product Information

Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity--an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising. A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, got milk? and others. The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large.

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471189626
ISBN-13
9780471189626
eBay Product ID (ePID)
552327

Product Key Features

Book Title
Truth, Lies, and Advertising : the Art of Account Planning
Author
Jon Steel
Format
Hardcover
Language
English
Topic
Marketing / General, Graphic Arts / Advertising, Advertising & Promotion
Publication Year
1998
Genre
Design, Business & Economics
Number of Pages
320 Pages

Dimensions

Item Length
9.1in
Item Height
1.2in
Item Width
6.3in
Item Weight
17.6 Oz

Additional Product Features

Series Volume Number
3
Lc Classification Number
Hf5837.S73 1998
Table of Content
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. About the Author.
Copyright Date
1998
Lccn
97-040334
Dewey Decimal
659.1/11
Intended Audience
Trade
Series
Adweek Magazine Ser.
Dewey Edition
21
Illustrated
Yes

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item 1 Truth, Lies, and Advertising: The Art of Account Planning - Hardcover - GOOD
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item 2 Truth, Lies, and Advertising: The Art of Account Planning , Steel, Jon
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item 3 Truth, Lies, and Advertising: The Art of Account Planning by Steel, Jon
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item 4 Truth, Lies, and Advertising: The Art of Account Planning
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item 5 Truth, Lies, and Advertising: The Art of Account Planning Steel, Jon Good Boo
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item 6 Truth, Lies, and Advertising: The Art of Account Planning by Steel, Jon
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Picture 1 of 1

Adweek Magazine Ser.: Truth, Lies, and Advertising : The Art of Account Planning by Jon Steel (1998, Hardcover)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Truth, Lies, and Advertising: The Art of Account Planning - Hardcover - GOOD

item 2 Truth, Lies, and Advertising: The Art of Account Planning , Steel, Jon

item 3 Truth, Lies, and Advertising: The Art of Account Planning by Steel, Jon

item 4 Truth, Lies, and Advertising: The Art of Account Planning

item 5 Truth, Lies, and Advertising: The Art of Account Planning Steel, Jon Good Boo

item 6 Truth, Lies, and Advertising: The Art of Account Planning by Steel, Jon

item 7 Truth, Lies, and Advertising: The Art of Account Planning

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A Court of Thorns and Roses Ser.: A Court of Thorns and Roses Paperback Box Set (5 Books) by Sarah J. Maas (2022, Trade Paperback)

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Magic Tree House (R) Ser.: Magic Tree House Books 1-28 Boxed Set by Mary Pope Osborne (2008, S)

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Sailor Moon Raisonne ART WORKS 1991 - 2023 Normal Edition 9784065309094

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