Truth, Lies & Advertising

Steel, Jon

Published by Wiley India Pvt. Ltd.
ISBN 10: 8126520949 / ISBN 13: 9788126520947
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Synopsis: Truth, Lies and Advertising: The Art of Account Planning-Wiley-Jon Steel-2009-EDN-1

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Title: Truth, Lies & Advertising
Publisher: Wiley India Pvt. Ltd.
Binding: PAPERBACK
Book Condition: New

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Jon Steel
Published by Times Group Books, New Delhi, India (2009)
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Book Description Times Group Books, New Delhi, India, 2009. Softcover. Book Condition: New. First Edition. This book describes the discipline of account planning, which combines 4 traditionally discrete areas of advertising and marketing that Steel defines as "part researcher, part account person, part creative, and surrogate consumer." What this really combines is (1) knowledge of the client's business (traditionally handled by the client itself and the Account Executive), (2) the ad agency's creative skills (traditionally handled by the agency Creative Department -- the Copywriter and the Art Director), and (3) research into what the consumer wants--at every stage of the development of an advertising campaign (traditionally handled by the agency's Research Department). Account Planning seeks to integrate these disciplines in order to produce better, more effective ads that will ultimately appeal more to the consumer and sell more of the client's product.Printed Pages: 320. Bookseller Inventory # 104938

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Steel Jon
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Book Description Times Group Books/Wiley, 2009. Softcover. Book Condition: New. 5th or later edition. Truth, Lies And Advertising, first published in the year 1998, is an advertising classic. Steel incorporates a lot of meaningful insights and examples from his past experience. This book is useful for planners, and it also elucidates how an advertisement agency should work in order to achieve strong client relationships and successful campaigns. The book explains account planning, which integrates four discrete genres of marketing and advertising that Jon Steel states as part account person, surrogate consumer, part researcher, and part a creative person. This is a great introductory book to the world of account planning. This book sends out a message that well-thought-out account planning yields better results. It also helps in gaining a more effective advertising and marketing for both clients and agencies. Printed Pages: 317. Bookseller Inventory # 101314

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Book Description Times Group Books/Wiley, 2009. Softcover. Book Condition: New. 5th or later edition. Truth, Lies And Advertising, first published in the year 1998, is an advertising classic. Steel incorporates a lot of meaningful insights and examples from his past experience. This book is useful for planners, and it also elucidates how an advertisement agency should work in order to achieve strong client relationships and successful campaigns. The book explains account planning, which integrates four discrete genres of marketing and advertising that Jon Steel states as part account person, surrogate consumer, part researcher, and part a creative person. This is a great introductory book to the world of account planning. This book sends out a message that well-thought-out account planning yields better results. It also helps in gaining a more effective advertising and marketing for both clients and agencies. Printed Pages: 317. Bookseller Inventory # 101314

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