Description

Book Synopsis
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.

Table of Contents
No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication.

Silent Partners: Account Planning and the New Consumer Alliance.

The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.

Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.

The Fisherman's Guide: The Importance of Creative Briefing.

Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.

Serendipity: "Got Milk?" Acknowledgments.

Bibliography.

Index.

Credits.

About the Author.

Truth Lies and Advertising

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    A Hardback by Jon Steel

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      Book details

      Publisher John Wiley & Sons Inc
      Published 16 March 1998
      ISBN-13 9780471189626
      978-0471189626
      ISBN-10 0471189626
      Also in:
      Advertising

      Description

      Book Synopsis
      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.

      Table of Contents
      No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication.

      Silent Partners: Account Planning and the New Consumer Alliance.

      The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.

      Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.

      The Fisherman's Guide: The Importance of Creative Briefing.

      Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.

      Serendipity: "Got Milk?" Acknowledgments.

      Bibliography.

      Index.

      Credits.

      About the Author.

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