TY  - BOOK
AU  - Steel,Jon
TI  - Truth, lies, and advertising: the art of account planning 
SN  - 0471189626 (cloth : alk. paper)
AV  - HF5837 .S73 1998
U1  - 659.111 STE 1998 21
PY  - 1998///
CY  - New York
PB  - Wiley
KW  - Advertising campaigns
KW  - United States
KW  - Planning
KW  - Advertising
KW  - Advertising agencies
KW  - Customer services
N1  - "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
UR  - http://www.loc.gov/catdir/bios/wiley042/97040334.html
UR  - http://www.loc.gov/catdir/description/wiley033/97040334.html
UR  - http://www.loc.gov/catdir/toc/onix04/97040334.html
ER  -