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Title: Truth, Lies and Advertising : The Art of Account Planning by Jon Steel ISBN: 0-471-18962-6 Publisher: John Wiley & Sons Pub. Date: 20 February, 1998 Format: Hardcover Volumes: 1 List Price(USD): $40.00 |
Average Customer Rating: 4.81 (21 reviews)
Rating: 5
Summary: The perfect formula for brand-building
Comment: Although, there's no fail-safe formula for creating advertising that works, in Truth, Lies and Advertising, Jon Steel certainly gives us a dependable solution. Rather than relying on an individual's hit or miss ideas, Steel advocates a common-sense approach to creating advertising that involves consumers right from the development of the campaign and helps build lasting relationships with them. Add to this a dose of high-voltage creativity and you have the perfect formula for brand-building! With lively anecdotes and tongue-in-cheek humour, Steel presents his agency's award-winning campaigns for Polaroid, California Milk Processors and Norwegian Cruise Lines as testimonies to this formula. How does his agency (GS&P) conceive such memorable advertising campaigns? Through 'account planning', a new discipline which has now percolated into every modern advertising agency in the world. If you're in advertising, you must read this book. It's sure to change the way you view advertising today.
Rating: 5
Summary: Account planning well-explained by a proven expert
Comment: Goodby-Berlin may well be the best advertising agency in world at this time. Jon Steele's introduction of account planning there may well be the main reason. The proven formula: original consumer insights help create more powerful ads for greater results. Steele's work has consistently produced successes like the "Got Milk?" campaign.
Steele's approach is rare in the advertising world for several reasons: it shows humility and common sense, honors listening to the consumer with imagination, acknowledges the importance of creative quality, is mercifully free of self-promotion, and states the limits of account planning (sometimes there are simply no insights to be found).
While this is not a "how-to" book, I particularly enjoyed some of the tools and tactics: asking focus group participants to go weeks without milk and report back on what they had missed; asking drivers to fill in a thought balloon when they see the driver of a particular brand of car.
When I was done reading the book I felt as if I had just had a witty and interesting conversation with an intelligent and insightful person. I have been sharing the book with my advertising partners ever since.
Rating: 5
Summary: Best book on account planning we've seen yet.
Comment: Another Outsource Marketing firm favorite!
A great book about communication planning written by Jon Steel, the Brit who heads account planning for Goodby Silverstein & Partners. Steel and his agency are best known for developing the "got milk?" campaign.
Truth, Lies & Advertising describes the process of gathering consumer insights and turning them into potent communications.
It offers great advice about developing advertising objectives, using consumer research, and working with creative people.
Steel writes with enthusiasm and sympathy for the creative process, but he's also savvy about business realities and committed to results.
If you've ever struggled to reconcile the art of creative with the science of business, this book should interest you.
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Title: Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition by Luke Sullivan ISBN: 0471281395 Publisher: John Wiley & Sons Pub. Date: 04 April, 2003 List Price(USD): $16.95 |
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Title: Ogilvy on Advertising by David Ogilvy ISBN: 039472903X Publisher: Vintage Pub. Date: 12 March, 1985 List Price(USD): $24.00 |
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Title: Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan ISBN: 0471242098 Publisher: John Wiley & Sons Pub. Date: 13 January, 1999 List Price(USD): $29.95 |
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Title: The Advertising Agency Business: The Complete Manual for Management & Operation by Eugene J. Hameroff, Herbert S., Jr. Gardner ISBN: 084423169X Publisher: McGraw-Hill/Contemporary Books Pub. Date: February, 1998 List Price(USD): $39.95 |
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Title: Art of Client Service by Solomon Robert ISBN: 079316799X Publisher: Dearborn Trade Publishing Pub. Date: 25 April, 2003 List Price(USD): $19.95 |
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