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Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) [Hardcover]

Jon Steel
4.9 out of 5 stars  See all reviews (14 customer reviews)
RRP: 33.99
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Book Description

16 Mar 1998 Adweek Magazine Series (Book 3)
"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 creativity––an 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 advertising. A 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 others. The message of this book is that well–thought–out 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."

Frequently Bought Together

Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) + Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books) + A Master Class in Brand Planning: The Timeless Works of Stephen King
Price For All Three: 58.91

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Product details

  • Hardcover: 320 pages
  • Publisher: John Wiley & Sons (16 Mar 1998)
  • Language: English
  • ISBN-10: 0471189626
  • ISBN-13: 978-0471189626
  • Product Dimensions: 23.5 x 15.9 x 2.9 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Bestsellers Rank: 116,007 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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". . . I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout." -David Wheldon, President, BBDO Europe. -- David Wheldon, President, BBDO Europe.

"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. -- Geoffrey Frost, Director of Global Advertising, Nike Inc.

"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. -- Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.

"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners." -Rob White, Director of Planning, Fallon McElligott -- Rob White, Director of Planning, Fallon McElligott

From the Publisher

A terrific book on advertising from Goodby Silverstein
Jon Steel is Director of Account Planning and Vice Chairman at Goodby Silverstein & Partners, the ad agency that created the witty and memorable "Got Milk?" campaign for the California Milk Processors, as well as great ads for Polaroid, Porshe, Nike, Pepsi, Anheuser-Busch, and Hewlett-Packard. This book shows how account planners have become a key component to campaign development...account planning is the most significant change in the advertising industry in the last 30 years. Account planning requires equal part researcher, account executive, creative, and surrogate customer. Planners can get into consumers' minds and discover how they relate to particular brands, products, and categories. This book describes some of the techniques of finding real consumer insights and suggests that simplicity, creativity, and common sense are the most important ingredients for success.

Inside This Book (Learn More)
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
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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4.9 out of 5 stars
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Most Helpful Customer Reviews
12 of 13 people found the following review helpful
4.0 out of 5 stars A view from an outsider 5 Jun 2008
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.
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1 of 2 people found the following review helpful
5.0 out of 5 stars Crisp, funny and informative. 29 April 1999
By A Customer
As a strategic consultant to global consumer products companies, I was encouraged to review Steel's book. After reading it, I came to this conclusion: Any advertising firm that does not offer account planning is missing the boat. If you do not get deep into the heart and soul of the targeted consumer - how they live, their goals and aspirations, how they interact with the brand, how they interact with the brand's category, etc. - how could you possibly produce good creative? While good advertising is still sometimes produced without it (by those incredible intuitive thinkers out there), instilling account planning into all research will certainly help reduce risk and provide more confidence that you're doing the right thing.
I think all senior executives should read it, if for only this reason: A couple of years back, I consulted to a Fortune 100 consumer products company. When talk of advertising strategy arose, someone mentioned that it should take on a Seinfeld like approach. Without blinking, the President of this $billion division said, "what's Seinfeld?" Since this person had final approval on all creative, it became clear to me how out of touch some executives are with their consumers.
Steel's book is an easy and worthwhile read and I recommmend it to anyone who has any influence on advertising strategy.
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4 of 7 people found the following review helpful
5.0 out of 5 stars The best book on advertising you could read 15 Jun 2004
By A Customer
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.
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0 of 1 people found the following review helpful
5.0 out of 5 stars Great insights into creativity 13 Dec 2010
By William Cohen VINE VOICE
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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0 of 1 people found the following review helpful
By A Customer
I thoroughly enjoyed reading this book. Not only because of the information gleaned, but also because of the way it was written. The case studies alone make this book a must read!
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0 of 1 people found the following review helpful
4.0 out of 5 stars The mystery of account planning revealed 3 April 1998
By A Customer
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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1 of 3 people found the following review helpful
5.0 out of 5 stars Top book! Top read! Top man! 21 Feb 2006
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and creative. And negotiating skills too. I recommend this book to entrepreneurs who want to learn how to target their clients/ customers better (and find them!). I recommend this book to anyone interested in marketing. And finally anyone interesting in getting into advertising or interested in getting a this book! Jon Steel is a legend in his field and is behind some very successful US campaigns like GOT MILK?. Read this book and you’ll understand why he’s so good. Happy reading.
Phil McNally
Author of 'Winning Mentality- 7 Mind Techniques used by Winners'
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Most Recent Customer Reviews
5.0 out of 5 stars 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
5.0 out of 5 stars 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
Published on 12 Feb 2004
5.0 out of 5 stars 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
5.0 out of 5 stars 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
5.0 out of 5 stars 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
5.0 out of 5 stars 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
5.0 out of 5 stars Got planning?
Awesome. Inspiring. Awe-inspiring. Got planning?
Published on 7 May 1998
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