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"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."

New York Public Library "100 Best Books for Reading and Sharing" 'I have heard, Mr. Holmes, that you can see deeply into the manifold wickedness of the human heart'. Scandal, treachery and crime are rife in Old London Town. A king blackmailed by his mistress, dark dealings in Opium dens, stolen jewels, a missing bride - these are cases so fiendishly complex that only the great Sherlock Holmes would dare to investigate. For he, and he alone, has the extraordinary faculty of perception and almost unhuman energy which could solve them ... Truth, Lies, and Advertising: The Art of Account Planning free epub Richard Sharpe is fighting for his Irish battalion and his own honour through the blood-stained streets of the town. Quartered in a crumbling Portuguese fort, Richard Sharpe and his men are attacked by an elite French unit, led by an old enemy of Sharpe's, and suffer heavy losses. The army's high command blame Sharpe for the disaster and his military career seems to be ruined. His only hope is to redeem himself on the battlefield. So with his honour at stake, against an overwhelming number of French troops, Sharpe leads his men to battle in the narrow streets of Fuentes de Onoro. Soldier, hero, rogue - Sharpe is the man you always want on your side. Born in poverty, he joined the army to escape jail and climbed the ranks by sheer brutal courage. He knows no other family than the regiment of the 95th Rifles whose green jacket he proudly wears.

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Author: Jon Steel
Number of Pages: 320 pages
Published Date: 16 Mar 1998
Publisher: John Wiley & Sons Inc
Publication Country: New York, United States
Language: English
ISBN: 9780471189626
Download Link: Click Here
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