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Truth, Lies, and Advertising
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Produktbeschreibungen
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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Einleitungssatz
This may seem like a strange way to start a book about advertising, but I have a degree in geography. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
This may seem like a strange way to start a book about advertising, but I have a degree in geography. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Kundenrezensionen
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3 von 3 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
Intrusive, obnoxious, impersonal, insincere and arrogant are all adjectives, which have been attached to the world of advertising. However, in Truth, Lies and Advertising: The Art of Account Planning author Jon Steel looks to dispel these characteristics in a unique manner. Through conversational, descriptive, humorous, and entertaining examples Steel seeks not to convince the public that advertising is undeserving of its rap, but to convince those in the biz that by focusing on building relationship with consumers the negative personality of advertising could quite possibly be changed.
In Steel's eyes, the most effective advertising involves consumers in two critical areas; one, consumers must take part in the development of communication and two, consumers must be involved in the communication itself. Simply put, creating dialogue with consumers will allow advertisers to know exactly what consumers actually want in a brand and product, and consumers should not be told what to think, but they should be given persuasive facts and allowed to make up their own minds.
As Director of Account Planning and Vice Chairman for by Goodby, Silverstein & Partners in San Francisco, Steel has helped create several consumer-centric campaigns such as the "Got Milk" campaign for the California Fluid Milk Processors Advisory Board and the "See What Develops" campaign for the Polaroid Corporation. Steel has also planned successful campaigns for the Northern California Honda Dealers Advertising Association, Norwegian Cruise Lines, and Chevy's Mexican Restaurants. Each of these advertising campaigns are described in great detail and serve as wonderful examples of how Steel's consumer focused philosophy of performing comprehensive research or even "eaves-dropping" on consumers helps breed advertising success.
Steel also makes excellent points by including the opinions of some of the most influential fathers of modern advertising. Ad pioneers such as Leo Burnett, David Ogilvy, Rich Silverstein, Stanley Pollet, and Jay Chiat each appear throughout the book via quotes or clever anecdotes Although these admen's opinions may not be considered entirely precise and applicable by today's standards, Steel uses each person's suggestions to clearly illustrate points related to successful account planning.
Lastly, the four keys to what makes a successful account planner are absolutely classic. Steel's advice that great account planners should be able to provide important information necessary to make informed decisions, should be able to spend more time listening than talking, should possess a chameleonesque quality that fosters unique relationships with different types of people, and in true humorous Steel fashion he sums up the characteristics with, great account planners should simply "have something weird about them!" So even if we don't all dream of planning the next award winning ad campaign, at least we know in some "weird" way we're one-quarter of the way there.
2 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
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.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
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.
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About to enter the advertising world? READ THIS!
"But the graphs showed... the numbers revealed..."
Quantitative research has its place in the advertising world, but all too often this (traditional) research is... Lesen Sie weiter...
Am 5. September 1999 veröffentlicht
Crisp, funny and informative.
As a strategic consultant to global consumer products companies, I was encouraged to review Steel's book. Lesen Sie weiter...
Veröffentlicht am 29. April 1999 von scquare@bellsouth.net
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 to... Lesen Sie weiter...
Veröffentlicht am 25. April 1999 von jmost@adagency.com
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. Lesen Sie weiter...
Veröffentlicht am 31. Januar 1999 von Jill Sevareid (jillseva@aol.com)
Crucial for ANYONE working in advertising
Great book - well written and fun. Lived up to the hype. I learned so much it was silly.
Am 23. Juli 1998 veröffentlicht
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. Lesen Sie weiter...
Veröffentlicht am 12. Juni 1998 von Neal M. Burns
Got planning?
Awesome. Inspiring. Awe-inspiring. Got planning?
Veröffentlicht am 7. Mai 1998 von Lisa
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. Lesen Sie weiter...
Veröffentlicht am 3. April 1998 von T. C. Orr
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