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Truth, Lies, and Advertising: The art of Account Planning [Audiobook] download free by Jon Steel

Truth, Lies, and Advertising: The art of Account Planning Audiobook download free by Jon Steel
  • Listen audiobook: Truth, Lies, and Advertising: The art of Account Planning
  • Author: Jon Steel
  • Release date: 1998/8/2
  • Publisher: JOHN WILEY & SONS INC
  • Language: English
  • Genre or Collection: Business, Finance and Law
  • ISBN: 9780471189626
  • Rating: 8.78 of 10
  • Votes: 246
  • Review by: Tommy Browning
  • Review rating: 9.38 of 10
  • Review Date: 2018/9/5
  • Duration: 4H4M45S in 256 kbps (64 MB)
  • Date of creation of the audiobook: 2018-08-16
  • You can listen to this audiobook in formats: WAV, MP4, WMA, MOD, FLAC, MPEG4, MP3, AAC (compression RAR, DEB, EML, ZIP)
  • Total pages original book: 320
  • Includes a PDF summary of 37 pages
  • Duration of the summary (audio): 27M33S (7.4 MB)
  • Description or summary of the audiobook: '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.'
  • Other categories, genre or collection: Sales & Marketing Management, Advertising
  • Download servers: FileCupid, Uploaded, BitShare, Google Drive, Hotfile, Microsoft OneDrive, S42Transfer, Load.to, FreakShare. Compressed in RAR, DEB, EML, ZIP
  • Format: Hardback
  • Approximate value: 36.92 USD
  • Dimensions: 167x238x29mm
  • Weight: 530g
  • Printed by: Not Available
  • Published in: New York, United States

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Categories: Business, Finance and Law, English, 1998
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Genres
Teaching Resources and Education Business, Finance and Law
Years
1992 2012 1988 2014 1995 2009 2007 2010 2008 1991 1999 2015 1994 1990 2000
Authors
Michael Fullan Teacher Created Resources Rudolf Steiner Susan Wise Bauer Ruth Culham Stephen R. Covey Dk Ken Blanchard
Languages
Not Available English Polish Spanish French
Publishers
WWW.BNPUBLISHING.COM LDA HUMAN KINETICS PUBLISHERS TAYLOR & FRANCIS INC CREATESPACE OPEN UNIVERSITY PRESS HARRIMAN HOUSE PUBLISHING