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Truth, Lies, and Advertising: The Art of Account Planning Hardcover – Mar 13 1998

4.8 out of 5 stars 22 customer reviews

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Product Details

  • Hardcover: 320 pages
  • Publisher: Wiley; 1 edition (March 13 1998)
  • Language: English
  • ISBN-10: 0471189626
  • ISBN-13: 978-0471189626
  • Product Dimensions: 16.1 x 2.8 x 23.6 cm
  • Shipping Weight: 567 g
  • Average Customer Review: 4.8 out of 5 stars 22 customer reviews
  • Amazon Bestsellers Rank: #202,026 in Books (See Top 100 in Books)
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Product Description

Review

". . . 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.

"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it against the norms, the answer is the same-Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising." -Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York. -- Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York.

"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

Jay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented." A newly defined discipline that combines aspects of four traditionally separate areas of advertising and marketing, account planning is one of the hottest topics in advertising today. This book by account planning pioneer Jon Steel provides advertising professionals and marketers with their first practical look at a tool that is reshaping the ad industry.

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Top Customer Reviews

Format: Hardcover
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.
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Format: Hardcover
Anyone who's witnessed or participated in the generally rancorous discussions that go on between the creative people in advertising agencies and their research counterparts would do well to read this excellent book.
Mr. Steel admits that as an account planner he is very much a believer in consumer and advertising research. Yet, the agency where he practiced prior to writing this book is one of the most creatively-driven and award-winning in the business. So what gives? If creativity and research are such natural antagonists, how could he (and research) have flourished in that environment?
Well, as he patiently explains and clearly illustrates with many examples, the problem isn't with research per se. The problem is with how the research is conducted, by whom and to what purpose. Done wrong, it is, as he puts it: "the blind leading the bland". Whereas done properly, research can not only save the creative people's most unexpected and outrageous ideas, it can even make them better and more effective.
Naturally, this is a book any account planner will want to read, if for no other reason than the extraordinary chapter devoted to preparing a truly exceptional creative brief. But anyone involved in the ad agency/client loop will benefit from it because at the very least, it will help you determine if the account planning you're currently getting is real account planning or just tired, old research with a spiffy new name.
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Format: Hardcover
This book is an answer to those false pundits who cry out that advertising is dead. This book shows why BAD advertising fails, yet it also shows how GREAT advertising can be strategically conceived and employed to generate measurable, quantifiable results. Consequently, Truth, Lies & Advertising is an essential, must-read for anyone who wants to maximize their return on the money invested in advertising... and it's a must-own addition to any advertising, marketing or business library.
Forget that Steel is writing about an advertising agency discipline called 'account' planning. The lessons herein are much more important than that! A more descriptive term, and one that might gain Steel's ideas more universal acceptance, would be, 'brand' planning, which is exactly what Jon Steel describes. In other words, Steel advocates a strategic process for planning how you listen and communicate with customers...thereby profiting from a mutually beneficial relationship.
In the process, Steel debunks many myths including the infallibility of "research". In fact he demonstrates that ill-conceived research, or research that's poorly conducted can lead us to absolutely wrong conclusions. The book is filled with humorous, but true misadventures of qualitative and quantitative research that's gone terribly wrong.
More than anything, this book makes the case for quality listening. If you ask the right questions, in the correct environment and at the right time, customers will tell you exactly what will positively motivate them. And if you use, but don't abuse, that information you will be able to deliver genuine value and prosper as a result.
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Format: Hardcover
In a time when all the pundits are crying about the "end of advertising" or the "rise of P/R", Steel's book is one of the very best books on advertising that's ever been written and it's the definitive book on account planning. While many books decry the effectiveness of advertising, they are truly only pointing out that bad advertising is a waste of money. Anyone can write about that. But, the trick is knowing how to create great advertising that sells a product and generates a profitable return on the money invested in the marketing effort!
Everyone who's ever practiced advertising makes claims to being a "strategist", but Steel takes marketing strategy to new levels. To start with, he exposes many of the lies, myths and platitudes than run rampant through this discipline. In particular, he shows how well-intentioned "research" can actually mislead the advertising practitioner if the research isn't properly conceived, conducted and analyzed. In the end, it takes listening, insight, awareness and talent to see through these "true lies".
But fear not, the book lays out a clear and understandable methodology about how to look at a company, it's products, services, benefits, competitors and markets. It gives straight forward advice on how to create a no-nonsense plan that will actually work! And it illustrates these points with anecdotes and stories that are entertaining and enlightening.
In the end, it does not matter how "creative" an ad may be. What matters is the return you get on your marketing investment! If you read this book, you'll be well on your way.
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