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Product Description
Geoffrey Frost, Director of Global Advertising, Nike Inc.
"A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time." - Geoffrey Frost, Director of Global Advertising, Nike Inc.
Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.
"Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising." -Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.
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First Sentence
This may seem like a strange way to start a book about advertising, but I have a degree in geography. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This may seem like a strange way to start a book about advertising, but I have a degree in geography. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
10 of 11 people found the following review helpful
Format:Hardcover
I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4.
I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.
Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.
I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.
Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.
4 of 7 people found the following review helpful
Format:Hardcover
On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.
0 of 1 people found the following review helpful
Format:Hardcover
I read this after Perfect Pitch and enjoyed it just as much. The author explains the creative process and ways in which great advertising may be produced. I like Steel's human approach - he's open to the unexpected and not at all pompous. I enjoyed following up on some of the other books he mentions, and these days you can see the original ads on YouTube, which makes the book that much more satisfying. A great introduction to the world of advertising told with humour and insight.
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Most Recent Customer Reviews
Top book! Top read! Top man!
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. Read more
Published on 21 Feb 2006 by PHILIP MCNALLY
Highly Recommended!
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible... Read more
Published on 3 Jun 2004 by Rolf Dobelli
A medal for Mr Steel, please
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent. Read more
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent. Read more
Published on 12 Feb 2004
The benchmark for writing about advertising
Why, so often, do books written about advertising fail to have any of the qualities we associate with great advertising: wit, conviction, humour and clarity? Read more
Published on 6 May 1999
Crisp, funny and informative.
As a strategic consultant to global consumer products companies, I was encouraged to review Steel's book. Read more
Published on 29 April 1999
The quintessential resource for understanding planning.
A must read for anyone who aspires to inspire great creativity.
Jon Steel's explaination and demonstration of what Account Planning is, how it works and the power it provides... Read more
Published on 25 April 1999
Perfect for those who rely on the consumer's point of view!
I thoroughly enjoyed reading this book. Not only because of the information gleaned, but also because of the way it was written. Read more
Published on 31 Jan 1999
Crucial for ANYONE working in advertising
Great book - well written and fun. Lived up to the hype. I learned so much it was silly.
Published on 23 July 1998
A solid contributioon to the field of account planning.
A Review: Truth, Lies and Advertising by Jon Steel. Wiley, 1998. Written and Submitted by Neal M. Read more
Published on 12 Jun 1998
Got planning?
Awesome. Inspiring. Awe-inspiring. Got planning?
Published on 7 May 1998
Listmania!
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