Wednesday, September 09, 2009

Company's strength lies in innovation

Book Mark
Truth, Lies & Advertising
Jon Steel
( http://www.wiley.com/)

Response to innovation

A bad consumer response in creative development research isn’t necessarily the end of the world, says Jon Steel in Truth, Lies & Advertising: The Art of Account Planning. “It is rare for any advertising campaign, however great, not to attract negative comment. The real skill of the planner is in distinguishing between those negative comments that are relevant and need to be addressed and those that are either irrelevant to the ideas as they currently stand, or that can easily be dealt with in production.”

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