Al momento non sono disponibili copie per questo codice ISBN.Vedi tutte le copie di questo ISBN:
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."
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
"A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time." -- Geoffrey Frost, Director of Global Advertising, Nike Inc.
"Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising."-- Jane Newman, Partner, Director of Strategic Planning, Markley, Newman, Harty
"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners."-- Rob White, Director of Planning, Fallong McElligott
"... I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout."-- David Wheldon, President, BBDO Europe
"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it agains the norms, the answer is the same -- Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising."-- Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Condizione: new. Codice articolo newMercantile_0471189626
Descrizione libro Condizione: new. Codice articolo Hafa_fresh_0471189626
Descrizione libro Hardcover. Condizione: new. new. Codice articolo Holz_New_0471189626
Descrizione libro Condizione: new. Codice articolo newport0471189626
Descrizione libro Hardcover. Condizione: new. new. Codice articolo Wizard0471189626
Descrizione libro Hardcover. Condizione: new. new. Codice articolo think0471189626
Descrizione libro Condizione: New. Codice articolo 18122-n
Descrizione libro Condizione: new. Codice articolo BeigeNew0471189626
Descrizione libro Condizione: New. Buy with confidence! Book is in new, never-used condition. Codice articolo bk0471189626xvz189zvxnew
Descrizione libro Hardcover. Condizione: new. Codice articolo 9780471189626