 Truth, Lies, and Advertising: The Art of Account Planning
ISBN: 978-0-471-18962-6
Hardcover
320 pages
March 1998
US $40.00
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No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication.
Silent Partners: Account Planning and the New Consumer Alliance.
The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.
Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.
The Fisherman's Guide: The Importance of Creative Briefing.
Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.
Serendipity: "Got Milk?" Acknowledgments.
Bibliography.
Index.
Credits.
About the Author.
Silent Partners: Account Planning and the New Consumer Alliance.
The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.
Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.
The Fisherman's Guide: The Importance of Creative Briefing.
Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.
Serendipity: "Got Milk?" Acknowledgments.
Bibliography.
Index.
Credits.
About the Author.
