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Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series Book 3) by [Steel, Jon]

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Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series Book 3) 1st Edition, Kindle Edition

5.0 out of 5 stars 1 customer review

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Length: 320 pages Word Wise: Enabled Language: English

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Product description

Product Description

"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."

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.

Product details

  • Format: Kindle Edition
  • File Size: 4310 KB
  • Print Length: 320 pages
  • Publisher: Wiley; 1 edition (2 May 2008)
  • Sold by: Amazon Asia-Pacific Holdings Private Limited
  • Language: English
  • ASIN: B000SW16FS
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 5.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: #75,540 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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30 November 2016
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Amazon.com: 4.3 out of 5 stars 53 reviews
David A. Stedman
5.0 out of 5 starsMaximum Return On Marketing Investment
17 February 2003 - Published on Amazon.com
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3 people found this helpful
Patrick M. Byers
5.0 out of 5 starsBest book on account planning we've seen yet.
2 December 2003 - Published on Amazon.com
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5 people found this helpful
Mackenzie Backous
5.0 out of 5 starsStrategy 101
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Ashley
5.0 out of 5 starsIt is a really good book.
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4.0 out of 5 starsIt's a good, holistic book that will help paint a picture ...
2 June 2015 - Published on Amazon.com
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