000			02681nam a2200349 i 4500
999			_c6411 _d1924
001			000000098647
003			CaOOAMICUS
005			20211104010743.0
008			150716s1998 xxua 000 0 eng c
020			_a9780471189626
040			_aULA _bspa _cHuayhua, Limber
080			_a* 659
080			_a659.1 (73)
100	1		_aHuayhua, Limber
245	1	0	_aTruth, lies and advertising : _bthe art of account planning / _cby Jon Steel.
260			_aChichester [etc.] : _bJohn Wiley & Sons, _c1998.
300			_aXIX, 298 p. ; _c24 cm
336			_aTexto (visual)
337			_asin mediación
338			_avolumen
440			_aVerdad, mentira y publicidad
490	0		_aAdweek books
520			_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. A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, 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. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others. The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large."
650	1	4	_aPublicidad _zEEUU.
650	1	4	_aAgencias publicitarias _zEEUU.
830		0	_aAdweek books (John Wiley)
904			_a2 _b2 _cDisponible _t105345 _j659 STE tru
904			_a1213 _b7 _cDisponible _t105379 _j659 STE tru
942			_2udc _cMON
990			_aemil