PDF-[DOWNLOAD] - Truth, Lies, and Advertising: The Art of Account Planning

Account planning exists for the sole purpose of creating advertising that truly connects with consumers While many in the industry are still dissecting consumer behavior extrapolating demographic trends developing complex behavioral models and measuring Pavlovian salivary responses Steel advocates an approach to consumer research that is based on simplicity common sense and creativityan approach that gains access to consumers hearts and minds develops ongoing relationships with them and most important embraces them as partners in the process of developing and advertisingA witty erudite raconteur and teacher Steel describes how successful account planners work in partnership with clients consumer and agency creatives He criticizes research practices that far from creating relationships drive a wedge between agencies and the people they aim to persuade he suggests new ways of approaching research to cut through the BS and get people to show their true selves and he shows how the right research when translated into a motivating and inspiring brief can be the catalyst for great creative ideas He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points and includes examples of some of the most successful campaigns in recent years including Polaroid Norwegian Cruise Line Porsche Isuzu got milk and othersThe message of this book is that wellthoughtout account planning results in better more effective marketing and advertising for both agencies and clients And also makes an evening in front of the television easier to bear for the population at large. Notably retail advertisers account for more than a fifth of this spending having invested 71 billion in I nternet ad vertising last year While optimism is more than warranted when year over year Internet advertising growth continues to smash records “Truth is relative. There are no absolutes. Truth is what you make it.” . Truth or Error. Day 1. Bible Passages:. Ephesians 6:10-11. Genesis 1-3. Lesson Focus. There are two kingdoms—one good and one evil. There’s a battle between them that we are all involved in.. Chapter Objectives. After reading this chapter you should be able to. :. Describe the major factors used in segmenting target audiences for media planning purposes.. Explain the meaning of reach, frequency, gross rating points, target rating points, effective reach, and other media concepts.. Mann, . Vrij. , & Bull (2002). Video 1. AICE AS-Level Psychology. “This presentation contains copyrighted material under the educational fair use exemption to the U.S. copyright law”. Morals Vs. Ethics. Morals . . are individual standards of right and wrong based on:. Deep-seated personal values. Accepted beliefs and modes of conduct by groups in which people choose to work and . It’s a universal law…we have to give before we get. We must plant the seeds before we reap the harvest. The more we sow, the more we reap. In giving to others, we find ourselves blessed. The law works to give us back more than we have sown. The Giver’s harvest is always full.. advert. Lucia . Siliprandi. THE ADVERT. WHAT IS IT?. It’s an announcement composed of . text . and . images. in a newspaper, magazine, on television, or on a poster, about something such as . a. . Lying. What is a lie?. To lie is “to make a statement that one knows is false, especially with intent to deceive” (Webster’s).. “In Scripture the word is used to designate all the ways in which men deny or alter the truth in word or deed. What do I look for when I’M READING AN ARTICLE?. What is the point of view, position, or claim of this source? . Why was it produced? Who produced it? . How does who produced it explain the bias? . All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. They start lining up before 7 a.m. An hour and a half later, more than 60 people are waiting to get into the Internal Revenue Service’s Taxpayer Assistance Center. Last year, to reduce the lines, the IRS discontinued its practice of preparing simple tax returns as a courtesy for people. The queues have stayed the same or grown longer, because so many people come in with questions about tax credits for Obamacare and what to do to prevent identity thieves from stealing their refunds.” The White Lie. White lies are often called “harmless” or “trivial.”. They are used to avoid hurting someone’s feelings. . People . tell white lies claiming to be tactful or polite. .. However, white lies can still do a lot of damage.. THE CREATIVE BRIEF. A document that is given to the creative team to help in their planning of the message execution. A creative brief includes the information such as . Product information. Target audience.