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

by Jon Steel (Author) "This may seem like a strange way to start a book about advertising, but I have a degree in geography ..." (more)

4.8 out of 5 stars See all reviews (13 customer reviews)

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Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books) by Jon Steel
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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 x 15.8 x 3.6 cm

Average Customer Review: 4.8 out of 5 stars See all reviews (13 customer reviews)

Amazon.co.uk Sales Rank: 29,663 in Books (See Bestsellers in Books)
Popular in this category:
#44 in Books > Business, Finance & Law > Sales & Marketing > 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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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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	74% buy the item featured on this page: Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) 4.8 out of 5 stars (13) �16.54
	9% buy Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books) 5.0 out of 5 stars (8) �12.48
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	5% buy A Master Class in Brand Planning: The Timeless Works of Stephen King 5.0 out of 5 stars (10) �19.47

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Customer Reviews

13 Reviews

5 star:		(11)
4 star:		(2)
3 star:		(0)
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4.8 out of 5 stars (13 customer reviews)

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Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars A view from an outsider, 5 Jun 2008

By	J. C. W. Collins (Medway, Kent, Great Britain) - See all my reviews (REAL NAME)

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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4 of 6 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.
Brilliant.

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2 of 3 people found the following review helpful:

5.0 out of 5 stars Top book! Top read! Top man!, 21 Feb 2006

By	PHILIP MCNALLY (Scotland) - See all my reviews (REAL NAME)

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 job...read 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'
GET A CHAPTER FREE FROM http://www.winningmentality.co.uk
AS READ BY GOLD MEDALLISTS JONNY WILKINSON, CHRIS HOY, & KELLY HOLMES!

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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 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

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 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

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 Jul 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

4.0 out of 5 stars The mystery of account planning revealed
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. Read more

Published on 3 April 1998

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