000			01954cam a2200349 a 4500
001			1654979
003			OSt
005			20240822162123.0
008			970905s1998 nyua b 001 0 eng
010			_a 97040334
020			_a0471189626 (cloth : alk. paper)
040			_aDLC _cDLC _dDLC
043			_an-us---
050	0	0	_aHF5837 _b.S73 1998
082	0	0	_a659.111 STE 1998 _221
100	1		_aSteel, Jon.
245	1	0	_aTruth, lies, and advertising : _bthe art of account planning / _cby Jon 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			_a"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.
650		0	_aAdvertising campaigns _zUnited States _xPlanning.
650		0	_aAdvertising _zUnited States.
650		0	_aAdvertising agencies _xCustomer services _zUnited States.
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/bios/wiley042/97040334.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/description/wiley033/97040334.html
856	4		_3Table of Contents _uhttp://www.loc.gov/catdir/toc/onix04/97040334.html
906			_a7 _bcbc _corignew _d1 _eocip _f19 _gy-gencatlg
942			_2ddc _cBK _n0
999			_c72 _d72