Description
Book SynopsisJay 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 ContentsNo 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.
