Truth, lies and advertising: the art of account planning
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
Wiley
1998
|
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIX, 298 S. |
| ISBN: | 0471189626 |
Staff View
MARC
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Record in the Search Index
| _version_ | 1804142023967506432 |
|---|---|
| adam_text | I
i
; Contents
j
Introduction ix
Firing Blank)
1. No Room for the Mouse 1
The Failure to Involve Consumer*) in
Advertising Communication
2. Silent Partners 31
Account Planning and the New Consumer
Alliance
3. The Blind Leading the Bland 59
Advertising Follows Research ...inthe
Wrong Direction
A. Peeling the Onion 103
Uncovering the Truth and Stimulating
Creative Ideas through Research
5. The Fisherman s Guide 139
The Importance of Creative Briefing
6. Ten Housewives in Des Moines 189
The Peril) of Researching Rough
Creative Idead
7. Serendipity 231
got milk?
Acknowledgments 271
Bibliography 277
Index 281
Credits 287
About the Author 297
|
| any_adam_object | 1 |
| author | Steel, Jon |
| author_facet | Steel, Jon |
| author_role | aut |
| author_sort | Steel, Jon |
| author_variant | j s js |
| building | Verbundindex |
| bvnumber | BV024991739 |
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| dewey-full | 659.111 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.111 |
| dewey-search | 659.111 |
| dewey-sort | 3659.111 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV024991739 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T22:25:11Z |
| institution | BVB |
| isbn | 0471189626 |
| language | English |
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| physical | XIX, 298 S. |
| publishDate | 1998 |
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| publisher | Wiley |
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| spelling | Steel, Jon Verfasser aut Truth, lies and advertising the art of account planning by Jon Steel New York [u.a.] Wiley 1998 XIX, 298 S. txt rdacontent n rdamedia nc rdacarrier HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019657054&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Steel, Jon Truth, lies and advertising the art of account planning |
| title | Truth, lies and advertising the art of account planning |
| title_auth | Truth, lies and advertising the art of account planning |
| title_exact_search | Truth, lies and advertising the art of account planning |
| title_full | Truth, lies and advertising the art of account planning by Jon Steel |
| title_fullStr | Truth, lies and advertising the art of account planning by Jon Steel |
| title_full_unstemmed | Truth, lies and advertising the art of account planning by Jon Steel |
| title_short | Truth, lies and advertising |
| title_sort | truth lies and advertising the art of account planning |
| title_sub | the art of account planning |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019657054&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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