Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) Hardcover – 16 Mar 1998
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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.
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Top Customer Reviews
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 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.
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.
What a book Jon Steel has written! It is lively, intelligent and in chapter after chapter it showcases his analytical ability as well as his commitment to finding the basis for some of the best advertising we have seen. Steel is the consummate planner and his writing reflects the thought processes and the workings of an agency that has claimed and kept the strategic high ground. It is the firm so many of us envy and the one our students want to join. Truth, Lies and Advertising is , in short, a wonderful book written by an Englishman about what may be -- or clearly was at one point in time -- the best agency in America. Steel uses his agency as a vehicle to describe the process and orientation of account planning and advertising. In that authorship lies both the many strengths and the occasional weakness of Truth, Lies and Advertising.
Steel understands the importance of relationships when he describes the nature of exploring the consumer, the brand and the societal framework in which it all takes place. In his discussion Steel recognizes the monumental contributions of Bill Bernbach and the influence his work had on the awareness of the consumer as an intelligent and sympathetic target. Steel suggests that the resulting humanity and sensitivity that Bernbach's work produced had a significant impact on the thought processes of British advertising agencies and, in fact, helped spawn a new discipline known as account planning.
The emphasis was clear: the advertising industry needed to gain insight into human nature so that it could create ads that spoke to their target and were perceived as being relevant.Read more ›
Most Recent Customer Reviews
An absolute must for anyone looking to work in Planning or for developing Account ManagersPublished 4 months ago by @alexaugs
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. Read morePublished on 13 Dec. 2010 by William Cohen
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 morePublished on 21 Feb. 2006 by PHILIP MCNALLY
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible... Read morePublished on 3 Jun. 2004 by Rolf Dobelli
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent. Read more