false http://photo.goodreads.com/books/1174424109m/397499.jpg 397499 3 "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. <p> 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. <p> 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." 386963 13 3 1998 Truth, Lies and Advertising : The Art of Account Planning total:78|5:20|4:29|3:26|2:2|1:1| 78 299 124 9 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 5 0 false Wed Oct 01 00:00:00 -0700 2008 Sun Jan 04 19:01:24 -0800 2009 Sun Jan 04 19:02:33 -0800 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 4 0 false Tue Feb 01 00:00:00 -0800 2000 Sat Mar 07 22:43:39 -0800 2009 Sat Mar 07 22:45:50 -0800 2009 2 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 5 0 false Thu Oct 01 00:00:00 -0700 2009 Tue Oct 27 13:15:57 -0700 2009 Tue Oct 27 13:16:41 -0700 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 0 0 false Tue Mar 31 07:41:01 -0700 2009 Tue Mar 31 07:41:18 -0700 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 4 0 false Fri Dec 01 00:00:00 -0800 2006 Thu May 03 14:37:06 -0700 2007 Thu May 03 14:40:08 -0700 2007 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 0 0 false Sat May 19 08:05:28 -0700 2007 Sat May 19 08:26:41 -0700 2007 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 4 0 false Sun Apr 01 00:00:00 -0700 2007 Sun Jul 01 19:27:21 -0700 2007 Sun Jul 01 19:32:12 -0700 2007 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 3 0 false Tue Oct 14 09:07:24 -0700 2008 Tue Oct 14 09:09:37 -0700 2008 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 3 0 false Wed Jul 09 12:33:07 -0700 2008 Wed Jul 09 12:34:18 -0700 2008 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 4 0 false Tue Dec 08 15:26:59 -0800 2009 Tue Dec 08 15:26:59 -0800 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 3 0 false Mon Dec 07 18:04:53 -0800 2009 Mon Dec 07 18:04:53 -0800 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 4 0 false Mon Jan 01 00:00:00 -0800 2001 Mon Dec 07 08:02:19 -0800 2009 Mon Dec 07 08:22:40 -0800 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 4 0 false Thu Nov 12 15:26:34 -0800 2009 Thu Nov 12 15:26:34 -0800 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 0 0 false Sat Nov 07 05:02:58 -0800 2009 Sat Nov 07 05:02:58 -0800 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 0 0 false Sat Oct 17 10:50:13 -0700 2009 Sat Oct 17 10:50:13 -0700 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 3 0 false Fri May 01 00:00:00 -0700 2009 Wed Oct 14 12:29:50 -0700 2009 Wed Oct 14 12:30:52 -0700 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 0 0 false Tue Oct 13 09:04:44 -0700 2009 Tue Oct 13 09:04:53 -0700 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 4 0 false Sat Sep 26 19:36:40 -0700 2009 Sat Sep 26 19:36:40 -0700 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 0 0 false Sun Sep 20 16:48:09 -0700 2009 Sun Sep 20 16:48:09 -0700 2009 397499 0471189626 9780471189626 77 9 3.83 http://photo.goodreads.com/books/1174424109m/397499.jpg http://www.goodreads.com/book/show/397499.Truth_Lies_and_Advertising_The_Art_of_Account_Planning 3 0 false Fri Sep 18 06:03:24 -0700 2009 Fri Sep 18 06:03:24 -0700 2009 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