Truth, lies, and advertising : the art of account planning /
Steel, Jon.
Truth, lies, and advertising : the art of account planning / by Jon Steel. - New York : Wiley, c1998. - xix, 298 p. : ill. ; 24 cm.
"An Adweek book."
Includes bibliographical references (p. 277-279) and index.
"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.
0471189626 (cloth : alk. paper)
97040334
Advertising campaigns--Planning.--United States
Advertising--United States.
Advertising agencies--Customer services--United States.
HF5837 / .S73 1998
659.111 STE 1998
Truth, lies, and advertising : the art of account planning / by Jon Steel. - New York : Wiley, c1998. - xix, 298 p. : ill. ; 24 cm.
"An Adweek book."
Includes bibliographical references (p. 277-279) and index.
"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.
0471189626 (cloth : alk. paper)
97040334
Advertising campaigns--Planning.--United States
Advertising--United States.
Advertising agencies--Customer services--United States.
HF5837 / .S73 1998
659.111 STE 1998