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Truth, lies, and advertising : the art of account planning

Truth, lies, and advertising : the art of account planning (Loan 2 times)

Material type
단행본
Personal Author
Steel, Jon.
Title Statement
Truth, lies, and advertising : the art of account planning / Jon Steel.
Publication, Distribution, etc
New York :   Wiley,   c1998.  
Physical Medium
xix, 298 p. : ill. ; 24 cm.
ISBN
0471189626 (cloth : alk. paper)
General Note
"An Adweek book."  
Bibliography, Etc. Note
Includes bibliographical references (p. 277-279) and index.
Subject Added Entry-Topical Term
Advertising campaigns -- United States -- Planning. Advertising -- United States. Advertising agencies -- Customer services -- United States.
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001 000000782579
005 20020923121043
008 970905s1998 nyua b 001 0 eng
010 ▼a 97040334
020 ▼a 0471189626 (cloth : alk. paper)
040 ▼a DLC ▼c DLC ▼d UKM ▼d OCLCQ ▼d 211009
043 ▼a n-us---
049 1 ▼l 111222757
050 0 0 ▼a HF5837 ▼b .S73 1998
082 0 0 ▼a 659.1/11 ▼2 21
090 ▼a 659.111 ▼b S813t
100 1 ▼a Steel, Jon.
245 1 0 ▼a Truth, lies, and advertising : ▼b the art of account planning / ▼c Jon Steel.
260 ▼a New York : ▼b Wiley, ▼c c1998.
300 ▼a xix, 298 p. : ▼b ill. ; ▼c 24 cm.
500 ▼a "An Adweek book."
504 ▼a Includes bibliographical references (p. 277-279) and index.
650 0 ▼a Advertising campaigns ▼z United States ▼x Planning.
650 0 ▼a Advertising ▼z United States.
650 0 ▼a Advertising agencies ▼x Customer services ▼z United States.

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 659.111 S813t Accession No. 111222757 Availability Available Due Date Make a Reservation Service B M

Contents information

Author Introduction

존 스틸(지은이)

광고 전문가. 세계 최대의 마케팅 커뮤니케이션 기업 중 하나로 꼽히는 WPP의 뉴비즈니스 컨설턴트로 일하며 여러 기업의 광고전략을 컨설팅해주고 있다. 유명한 광고 캠페인 ‘Got Milk?’의 공동제작자이며, 베스트셀러 『진실, 거짓 & 광고』의 저자이다. 미국마케팅연합 선정 훌륭한 광고상(American Marketing Association for Advertising Effectiveness)과 데이비드 오길비 골드 어워드(David Ogilvy Gold Award)를 11차례나 수상한 바 있다. 뉴욕의 광고회사 벌린 캐머런의 부회장으로 있으면서 삼성, 화이자 등 여러 개의 새로운 광고 계약을 성사시키기도 했다. 현재 아내 린다, 두 자녀 캐머런과 한나, 당뇨병에 걸린 고양이, 털 깎기를 싫어하는 조랑말, 노이로제에 걸린 잉꼬 한 마리와 함께 영국의 서머싯에 살고 있다.

Information Provided By: : Aladin

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.

About the Author.


Information Provided By: : Aladin

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