0 of 1 people found the following review helpful
The mystery of account planning revealed,
By A Customer
This review is from: Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) (Hardcover)
An oddity among ad books ≠ one that is neither a self-serving PR piece for an agency (or its principals), nor a dusty tome suitable only as an academic punishment.Jon Steel provides a comprehensive, easy-to-understand look at the fundamentals of account planning, how it can help advertising succeed, and real world examples of the process at work.Far from the last word on the subject, Steel exposes both the method's strengths and weaknesses ≠ while commenting pointedly on how little most advertising practitioners know about either art OR science.Enlightening, useful, entertaining.
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