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The first practical look at a tool that is reshaping the ad industry. Account planning is one of the hottest topics in advertising today. Jay Chiat, whose advertising agency created campaigns for the Energizer Bunny and Fruitopia, called it "the best new-business tool ever invented". MORE THAN ART, LESS THAN SCIENCE teaches executives how to use account planning to win clients and produce better, more effective advertising.
Zakup książki
Truth, lies, and advertising : the art of account planning, Jon Steel
- Język
- Rok wydania
- 1998
- Oprawa
- (twarda)
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- Tytuł
- Truth, lies, and advertising : the art of account planning
- Język
- angielski
- Autorzy
- Jon Steel
- Wydawca
- John Wiley & Sons
- Rok wydania
- 1998
- Oprawa
- twarda
- ISBN10
- 0471189626
- ISBN13
- 9780471189626
- Seria
- Kolekcja
- Adweek books
- Kategorie
- Tagi
- Biznes, Komunikacja, Badania naukowe
- Ocena
- 4 z 5
- Opis
- The first practical look at a tool that is reshaping the ad industry. Account planning is one of the hottest topics in advertising today. Jay Chiat, whose advertising agency created campaigns for the Energizer Bunny and Fruitopia, called it "the best new-business tool ever invented". MORE THAN ART, LESS THAN SCIENCE teaches executives how to use account planning to win clients and produce better, more effective advertising.