Truth, Lies, and Advertising
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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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Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
9 of 10 people found the following review helpful:
4.0 out of 5 stars
A view from an outsider,
By
This review is from: Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) (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.
4 of 7 people found the following review helpful:
5.0 out of 5 stars
The best book on advertising you could read,
By A Customer
This review is from: Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) (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.
0 of 1 people found the following review helpful:
5.0 out of 5 stars
Great insights into creativity,
By
This review is from: Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) (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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