Title Truth, Tie and Advertising: The Art of Account Planning
Book Condition New
Edition First Edition
Publisher New Delhi, India Times Group Books 2009
8126520949 / 9788126520947
Seller ID 104938
This book describes the discipline of account planning, which combines 4 traditionally discrete areas of advertising and marketing that Steel defines as "part researcher, part account person, part creative, and surrogate consumer." What this really combines is (1) knowledge of the client's business (traditionally handled by the client itself and the Account Executive), (2) the ad agency's creative skills (traditionally handled by the agency Creative Department -- the Copywriter and the Art Director), and (3) research into what the consumer wants--at every stage of the development of an advertising campaign (traditionally handled by the agency's Research Department). Account Planning seeks to integrate these disciplines in order to produce better, more effective ads that will ultimately appeal more to the consumer and sell more of the client's product.Printed Pages: 320.
Truth, Tie and Advertising: The Art of Account Planning Jon Steel