||0 of 0 people found the following review helpful.| Strategy 101|By Mackenzie Backous|This book is such a great resource for students in advertising - especially for those of you out there pursuing account planning and strategic thinking. This book offers amazing insight into the entire process from ideation to brief writing. Loved the use of case studies throughout the book because they offered very tangible evidence of the id|From the Publisher|Jay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented." A newly defined discipline that combines aspects of four
"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 ongoin...
[PDF.cl44] Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) Rating: 4.73 (727 Votes)
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You easily download any file type for your device.Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) | Jon Steel. A good, fresh read, highly recommended.
