Truth, lies, and advertising : the art of account planning / by Jon Steel.
Material type:
TextPublication details: New York : Wiley, c1998.Description: xix, 298 p. : ill. ; 24 cmISBN: - 0471189626 (cloth : alk. paper)
- 659.111 STE 1998 21
- HF5837 .S73 1998
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Book
|
Symbiosis International University, Dubai | 659.111 STE 1998 (Browse shelf(Opens below)) | 1 | Available | SIU00447 | ||
|
Book
|
Symbiosis International University, Dubai | 659.111 STE 1998 (Browse shelf(Opens below)) | 2 | Available | SIU00448 |
Browsing Symbiosis International University, Dubai shelves Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| 659.1 RIE 2000 Positioning: The Battle for Your Mind | 659.1019 WIL 1994 Decoding advertisements : ideology and meaning in advertising / | 659.10973 LEA 1994 Fables of abundance : a cultural history of advertising in America / | 659.111 STE 1998 Truth, lies, and advertising : the art of account planning / | 659.111 STE 1998 Truth, lies, and advertising : the art of account planning / | 659.112 BAT 2024 Advertising Management | 659.2 BLA 1995 The practice of public relations / |
"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.
There are no comments on this title.