×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Truth, Lies, and Advertising: The Art of Account Planning / Edition 1
     

Truth, Lies, and Advertising: The Art of Account Planning / Edition 1

4.5 2
by Jon Steel, Steel
 

See All Formats & Editions

ISBN-10: 0471189626

ISBN-13: 9780471189626

Pub. Date: 03/28/1998

Publisher: Wiley

"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,

Overview

"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."

Product Details

ISBN-13:
9780471189626
Publisher:
Wiley
Publication date:
03/28/1998
Series:
Adweek Magazine Series , #3
Pages:
320
Sales rank:
290,348
Product dimensions:
6.26(w) x 9.26(h) x 1.13(d)

Table of Contents

No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication.

Silent Partners: Account Planning and the New Consumer Alliance.

The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.

Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.

The Fisherman's Guide: The Importance of Creative Briefing.

Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.

Serendipity: "Got Milk?" Acknowledgments.

Bibliography.

Index.

Credits.

About the Author.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews

Truth, Lies, and Advertising: The Art of Account Planning 4.5 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
Guest More than 1 year ago
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.