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Truth, Lies, and Advertising: The Art of Account Planning

ISBN: 978-0-471-18962-6
Hardcover
320 pages
March 1998
List Price: US $50.00
Government Price: US $25.50
Enter Quantity:   Buy
Truth, Lies, and Advertising: The Art of Account Planning  (0471189626) cover image

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.
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