[Ebook free] Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series)






#574673 in eBooks 2008-05-02 2008-05-02File Name: B000SW16FS

0 of 0 people found the following review helpful. Strategy 101By Mackenzie BackousThis book is such a great resource for students in advertising - especially for those of you out there pursuing account planning and strategic thinking. This book offers amazing insight into the entire process from ideation to brief writing. Loved the use of case studies throughout the book because they offered very tangible evidence of the ideas he argues throughout. I would highly recommend this book to anyone wFrom the PublisherJay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented." A newly defined discipline that combines aspects of four traditionally separate areas of adverti"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...


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You easily download any file type for your device.Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series)   |  Jon Steel. A good, fresh read, highly recommended.

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