Truth, lies & advertising Jon Steel

Name: Truth, lies & advertising Jon Steel
SKU: X187-30
Price: 20 EUR
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Šifra: X187-30

Dostupnost artikla: Artikl je dostupan

Autor	Jon Steel
Uvez	Tvrdi s omotom
Izdavač	Wiley Publishing, Inc.
Godina izdavanja	2009
Stranica	299
Stanje	Rabljeno / Odlično očuvano 10/10
Jezik	Engleski

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Truth, lies & advertising Jon Steel

This book describes the discipline of account planning, which combines traditionally discrete areas of advertising and marketing that Steel defines as "part researcher, part account person, part creative and surrogate consumer". What this really combines is Knowledge of the client's business (traditionally handled by the client itself and the Account Executive), the ad agency's creative skills (traditionally handled by the agency Creative Department, the Copywriter and the Art Director and research into what the consumer wants, at every stage of the development of an advertising campaign (traditionally handled by the agency's Research Department). Account Planning seeks to integrate these disciplines in order to produce better, more effective ads that will ultimately appeal more to the consumer and sell more of the client's product
Table of Contents:

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