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02390cam a2200229u 4500 |
| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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ta |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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040225s1998 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0571179932 |
| Terms of availability |
£16.66 |
| DATE AND TIME OF LATEST TRANSACTION |
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20170126095334.0 |
| CONTROL NUMBER |
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33908 |
| CONTROL NUMBER IDENTIFIER |
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UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Steel, Jon. |
| TITLE STATEMENT |
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| Title |
Truth, lies, and advertising : |
| Remainder of title |
the art of account planning / |
| Statement of responsibility, etc |
Jon Steel. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
Wiley, |
| Date of publication, distribution, etc |
c1998. |
| PHYSICAL DESCRIPTION |
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| Extent |
xviii, 292 p. ; |
| Dimensions |
24 cm. : |
| Other physical details |
ill. |
| SERIES STATEMENT/ADDED ENTRY--TITLE |
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| Title |
An Adweek book |
| GENERAL NOTE |
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| General note |
Includes bibliographical references (p. 277-279) and index. Introduction: Firing Blanks -- 1. No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication -- 2. Silent Partners: Account Planning and the New Consumer Alliance -- 3. The Blind Leading the Bland: Advertising Follows Research ... in the Wrong Direction -- 4. Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research -- 5. The Fisherman's Guide: The Importance of Creative Briefing -- 6. Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas -- 7. Serendipity: "got milk?" 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 advertising. Steel 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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising campaigns |
| Geographic subdivision |
United States |
| General subdivision |
Planning. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising |
| Geographic subdivision |
United States. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising agencies |
| General subdivision |
Customer services |
| Geographic subdivision |
United States. |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |