Truth, Lies, and Advertising：The Art of Account Planning

图书标准信息

• 作者 Jon Steel 著
• 出版社 Wiley
• 出版时间 1998-02
• 版次 1
• ISBN 9780471189626
• 定价 356.00元
• 装帧 精装
• 开本 其他
• 纸张 其他
• 页数 320页
• 正文语种 英语
• 丛书 Adweek Magazine Series

【内容简介】

"Accountplanningexistsforthesolepurposeofcreatingadvertisingthattrulyconnectswithconsumers.Whilemanyintheindustryarestilldissectingconsumerbehavior,extrapolatingdemographictrends,developingcomplexbehavioralmodels,andmeasuringPavloviansalivaryresponses,Steeladvocatesanapproachtoconsumerresearchthatisbasedonsimplicity,commonsense,andcreativity––anapproachthatgainsaccesstoconsumers′heartsandminds,developsongoingrelationshipswiththem,and,mostimportant,embracesthemaspartnersintheprocessofdevelopingandadvertising.Awitty,eruditeraconteurandteacher,Steeldescribeshowsuccessfulaccountplannersworkinpartnershipwithclients,consumer,andagencycreatives.Hecriticizesresearchpracticesthat,farfromcreatingrelationships,driveawedgebetweenagenciesandthepeopletheyaimtopersuade;hesuggestsnewwaysofapproachingresearchtocutthroughtheBSandgetpeopletoshowtheirtrueselves;andheshowshowtherightresearch,whentranslatedintoamotivatingandinspiringbrief,canbethecatalystforgreatcreativeideas.HedrawsuponhisownexperiencesandthoseofcolleaguesintheUnitedStatesandabroadtoillustratethosepoints,andincludesexamplesofsomeofthemostsuccessfulcampaignsinrecentyears,includingPolaroid,NorwegianCruiseLine,Porsche,Isuzu,"gotmilk?"andothers.Themessageofthisbookisthatwell–thought–outaccountplanningresultsinbetter,moreeffectivemarketingandadvertisingforbothagenciesandclients.Andalsomakesaneveninginfrontofthetelevisioneasiertobearforthepopulationatlarge."

【作者简介】

JonSteelisDirectorofAccountPlanningandViceChairmanatGoodby,Silverstein&Partners,anadvertisingagencywhoseclientsincludeAmericanIsuzuMotors,Anheuser-Busch,theCaliforniaMilkProcessors("gotmilk?"),Hewlett-Packard,Nike,Polaroid,andPorsche.Jonbeganhiscareerinadvertisingasa21-year-oldaccountplannerwiththeEnglishagencyBoaseMassimiPollitt.Bytheageof26,hewasappointedtoBMP'sboardofdirectors.In1989helefttheUnitedKingdomtobecomethefirstDirectorofAccountPlanningatGoodby,Silverstein&PartnersinSanFrancisco.HehasbeenprofiledbyAdweekas"WestCoastExecutiveoftheYear,"byAdvertisingAgeasan"AgencyInnovator,"andbySanFranciscoFocusasoneofthe100smartestpeopleintheBayArea.In1995,JonSteelwasinductedintotheAmericanAdvertisingFederation'sHallofAchievementforexecutivesunder40.

【目录】

NoRoomfortheMouse:TheFailuretoInvolveConsumersinAdvertisingCommunication.SilentPartners:AccountPlanningandtheNewConsumerAlliance.TheBlindLeadingtheBland:AdvertisingFollowsResearch...intheWrongDirection.PeelingtheOnion:UncoveringtheTruthandStimulatingCreativeIdeasthroughResearch.TheFisherman'sGuide:TheImportanceofCreativeBriefing.TenHousewivesinDesMoines:ThePerilsofResearchingRoughCreativeIdeas.Serendipity:"GotMilk?"Acknowledgments.Bibliography.Index.Credits.AbouttheAuthor.