MARC record from Internet Archive

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005 20220119194641.0
008 970905s1998 nyua b 001 0 eng
007 ta
010 $a 97040334
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043 $an-us---
050 00 $aHF5837$b.S73 1998
082 00 $a659.1/11$221
084 $a05.31$2bcl
100 1 $aSteel, Jon.
245 10 $aTruth, lies, and advertising :$bthe art of account planning /$cby Jon Steel.
260 $aNew York :$bWiley,$c©1998.
300 $axix, 298 pages :$billustrations ;$c24 cm.
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
490 1 $aAdweek books
500 $a"An Adweek book."
504 $aIncludes bibliographical references (pages 277-279) and index.
505 00 $tIntroduction: Firing Blanks --$g1.$tNo Room for the Mouse: The Failure to Involve Consumers in Advertising Communication --$g2.$tSilent Partners: Account Planning and the New Consumer Alliance --$g3.$tThe Blind Leading the Bland: Advertising Follows Research ... in the Wrong Direction --$g4.$tPeeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research --$g5.$tThe Fisherman's Guide: The Importance of Creative Briefing --$g6.$tTen Housewives in Des Moines: The Perils of Researching Rough Creative Ideas --$g7.$tSerendipity: "got milk?"
520 $aAccount 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 advertising.
520 8 $aSteel describes how successful account planners work in partnership with clients, consumers, 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.
650 0 $aAdvertising campaigns$zUnited States$xPlanning.
650 0 $aAdvertising$zUnited States.
650 0 $aAdvertising agencies$xCustomer services$zUnited States.
650 6 $aCampagnes publicitaires$zÉtats-Unis$xPlanification.
650 6 $aAgences de publicité$zÉtats-Unis.
650 6 $aAgences de publicité$xService à la clientèle$zÉtats-Unis.
650 7 $aAdvertising.$2fast$0(OCoLC)fst00797511
650 7 $aAdvertising agencies$xCustomer services.$2fast$0(OCoLC)fst00797815
650 7 $aAdvertising campaigns$xPlanning.$2fast$0(OCoLC)fst00797835
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
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650 7 $aCampagnes publicitaires$zÉtats-Unis.$2ram
650 7 $aPublicité$zÉtats-Unis.$2ram
650 7 $aAgences de publicité$zÉtats-Unis.$2ram
776 08 $iOnline version:$aSteel, Jon.$tTruth, lies, and advertising.$dNew York : Wiley, ©1998$w(OCoLC)606984737
830 0 $aAdweek books.
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/onix04/97040334.html
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/bios/wiley042/97040334.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/description/wiley033/97040334.html
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