Truth, Lies, and Advertising_ The Art of.epub - (EPUB全文下载)

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TRUTH, LIES, AND
ADVERTISING
Adweek Books is designed to present interesting, insightful
books for the general business reader and for professionals in
the worlds of media, marketing, and advertising.These are innovative, creative books that address the challenges and opportunities of these industries, written by leaders in the business. Some of our writers head their own
companies, others have worked their way up to the top of
their field in large multinationals. But they share a knowledge of their craft and a desire to enlighten others.We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Media week magazines.PublishedDisruption: Overturning Conventions and Shaking up the Marketplace, Jean-Marie Dru"Hey, Whipple, Squeeze This!':. A Guide to Creating Great Ads,
Luke SullivanTruth, Lies, andAd vertising: The Art of Account Planning, Jon SteelUnder the Radar: Talking to Today's Cynical Consumer, Jonathan
Bond & Richard KirshenbaumForthcomingEating the Big Fish: How "Challenger Brands" Can Compete
Against Brand Leaders, Adam Morgan
 
TRUTH, LIES, AND
ADVERTISING
The Art
of Account Planningby Jon Steel
Thie book Li dedicated to
Ethel Alice Morris
1904-1993
 
ContentsIntroduction ix Firing Blanks1. No Room for the Mouse 1 The Failure to Involve Consumers in Advertising Communication2. Silent Partners 31 Account Planning and the New Consumer Alliance3. The Blind Leading the Bland 59 Advertising Follows Research ... in the Wrong Direction4. Peeling the Onion 103 Uncovering the Truth and Stimulating Creative Ideas through Research5. The Fisherman's Guide 139 The Importance of Creative Briefing6. Ten Housewives in Des Moines 189 The Perils of Researching Rough Creative ]dead7. Serendipity 231 "got milk?"Acknowledgments 271 Bibliography 277 Index 281 Credits 287 About the Author 297
 
IntroductionFiring BlanksIs advertising worth saving? From an economic point of
view I don't think that moat of it is. From an aesthetic
point of view I'm damn sure it'd not; it id thoughtless,
boring, and there cs dimply too much of it.Howard Luck GossageMore than 30 years ago, Howard Gossage, a legendary San
Francisco advertising man, gave an interview to Time magazine in which he said of advertising, "I don't know a single
first class brain in the business who has any respect for it."
Afterward, he was appalled that none of his industry colleagues were upset by his remark and concluded that it was
because they all ............

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