Truth, Lies and Advertising : The Art of Account Planning
Editorial Reviews
Book Description
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." A newly defined discipline that combines aspects of four traditionally separate areas of advertising and marketing, account planning is one of the hottest topics in advertising today. This book by account planning pioneer Jon Steel provides advertising professionals and marketers with their first practical look at a tool that is reshaping the ad industry.
The publisher, John Wiley & Sons
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." A newly defined discipline that combines aspects of four traditionally separate areas of advertising and marketing, account planning is one of the hottest topics in advertising today. This book by account planning pioneer Jon Steel provides advertising professionals and marketers with their first practical look at a tool that is reshaping the ad industry.
Truth, Lies and Advertising : The Art of Account Planning
Truth, Lies and Advertising : The Art of Account Planning,Jon Steel,Wiley,0471189626,Advertising,Advertising & Promotion,Advertising agencies,Advertising campaigns,Business & Economics,Business / Economics / Finance,Business/Economics,Customer services,Marketing,Planning,United States,Business & Economics / Advertising & Promotion,Sales & marketing management
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