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

Jon Steel

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Marketing and Advertising Strategies American History and Culture Advertising and Communication Studies

Abstract

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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2002Advertising strategy and effective advertising: comparing the USA and Australia 2018Advertising morality: maintaining moral worth in a stigmatized profession 2003From consumer insight to advertising strategy: the account planner’s integrative role in creative advertising development 2018The Creative Search for an Insight in Account Planning: An Absorptive Capacity Approach 2003Account Planners' Views on How Their Work Is and Should Be Evaluated 2003Account planning – from genesis to revelation 2015Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies 2015Relationship advertising: How advertising can enhance social bonds

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