People are always asking me (you know, maybe twice a year) what books they should read about planning and stuff. And I always say Eating The Big Fish and Truth Lies and Advertising. Because they are both brilliant, and they basically tell you how to do the job.
But now I'm also, probably more usefully, going to refer them to this great post at the Fallon Planning Blog. Great job Mr Aki Systems 2600.
Get these books, read them, especially How To Plan Advertising and Why We Buy.
Maybe if I'd read some of these books when I started out I wouldn't be so frightened of focus groups.
As you can see I've gone a little crazy with Spell With Flickr.
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