Truth, Lies and Advertising : The Art of Account Planning

Truth, Lies and Advertising : The Art of Account Planning
by Jon Steel

Truth, Lies and Advertising : The Art of Account Planning
List Price: $45.00
Our Price: $8.75
You Save: $36.25 (81%)
Availability: Usually ships in 1-2 business days
Category: Book
See more book details and other editions


(Click here)
Buy this book at online book store in your country
Canada | UK | Germany | France

Book Summary Information

Author: Jon Steel
Edition: Hardcover
Audio: English (Unknown); English (Original Language); English (Published)
Published: 1998-03-13
ISBN: 0471189626
Number of pages: 320
Publisher: Wiley

Book Reviews of Truth, Lies and Advertising : The Art of Account Planning

Book Review: A solid contributioon to the field of account planning.
Summary: 5 Stars

A Review: Truth, Lies and Advertising by Jon Steel. Wiley, 1998. Written and Submitted by Neal M. Burns, Department of Advertising University of Texas at Austin

What a book Jon Steel has written! It is lively, intelligent and in chapter after chapter it showcases his analytical ability as well as his commitment to finding the basis for some of the best advertising we have seen. Steel is the consummate planner and his writing reflects the thought processes and the workings of an agency that has claimed and kept the strategic high ground. It is the firm so many of us envy and the one our students want to join. Truth, Lies and Advertising is , in short, a wonderful book written by an Englishman about what may be -- or clearly was at one point in time -- the best agency in America. Steel uses his agency as a vehicle to describe the process and orientation of account planning and advertising. In that authorship lies both the many strengths and the occasional weakness of Truth, Lies and Advertising.

Steel understands the importance of relationships when he describes the nature of exploring the consumer, the brand and the societal framework in which it all takes place. In his discussion Steel recognizes the monumental contributions of Bill Bernbach and the influence his work had on the awareness of the consumer as an intelligent and sympathetic target. Steel suggests that the resulting humanity and sensitivity that Bernbach's work produced had a significant impact on the thought processes of British advertising agencies and, in fact, helped spawn a new discipline known as account planning.

The emphasis was clear: the advertising industry needed to gain insight into human nature so that it could create ads that spoke to their target and were perceived as being relevant. By recalling a brilliant little adage Steel reminds his readers that the way in which the target feels about the ad and interacts with it characterizes gre! at advertising: when baiting a trap with cheese always leave room for the mouse! The book itself reflects this principle and the reader will enjoy the sense of discovery and enlightenment that accompanies one's interaction with it. Steel's style and ready reference to key issues and personal experiences further enhance the advertising wisdom this book delivers.

In addition to the wonderful "got milk" case Steel's best moment in the book for this reader is the discipline and use he provides for the creative brief. For Steel the single purpose of making the advertising better -- of getting the advertising right -- is the potent driving force for the brief. It is not, Steel admonishes us, merely a series of questions that must be asked in a particular order or the submission of enough weighty evidence to justify a doctoral dissertation. Rather, the brief is the synthesis of the planner's works and thoughts represented in a solid fashion that -- ideally -- becomes the doorway for the creative process.

Steel's appreciation of research may appear mysterious to those less familiar with the rather doctrinaire approach of many British planners to quantitative methodology. There is even Steel's assertion that the better thought out the research plan the less valuable it's results will probably be! His reference to the Heisenberg principle is much less shocking than I believe he expects; few researchers or planners today are so unthinking as to fail to recognize that their intervention -- in a physics lab or in a focus group -- somehow alters the results in ways we may not understand.

Steel is generally hard on the usefulness of statistical measures -- and on the intellectual abilities of those who shepherd such activities. Yet he is pleased to report research results he likes --for example, when discussing the successful attainment of specific objectives in the "Got Milk?" Campaign. To the extent that Steel's views are similar to the widely held belief that advertising research fr! equently killed good creative and drove a long lasting -- if not permanent -- wedge between the researcher and the creative departments, the point is important to make from an historical perspective.

Yet, the issues we are trying to resolve call for all our resources, including personal and subjective points of view, so that we can -- as Jon Steel would have us do -- get the advertising right. There is as little room in this competitive profession for bad research as there is for bad planning. Account planning is, as Steel asserts, most likely to work best when it is a combination of many points of view. Then, the insertion of a brilliantly straight forward notion that transcends the data and takes us to a new place (e.g."got milk?", or "see what develops") is really what account planning is all about.

Steel's book is, as he says, more than a description of account planning. Yet, it is the best description of the way in which the process works that the profession has so far. In addition, the book is a wonderful tale of a time in an agency's life when the right juxtaposition of talent, brains, raw energy and empowering clients came together. The feeling the reader receives is that the pages open before them have been written by someone who loves advertising. Those who know Steel -- or have even briefly met him or heard him speak -- know that to be true.

Summary of Truth, Lies and Advertising : The Art of Account Planning

"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."

Advertising Books

Book Subjects
Most talked about in Advertising Books
Cutting Edge Advertising: How to Create the World's Best for Brands in the 21st Century ImageCutting Edge Advertising: How to Create the World's Best for Brands in the 21st Century
by Jim Aitchison, Neil French
Prentice Hall PTR; Published: 1999-08-15; Paperback; Book
Best price: $120.78
Drugs to Market (Technology, Innovation, Entrepreneurship and Competitive Strategy) (Technology, Innovation, Entrepreneurship and Competitive Strategy) (Wenner-Gren International Series) ImageDrugs to Market (Technology, Innovation, Entrepreneurship and Competitive Strategy) (Technology, Innovation, Entrepreneurship and Competitive Strategy) (Wenner-Gren International Series)
by W.C. Bogner
Emerald Group Publishing Limited; Published: 1996-06-01; Hardcover; Book
Best price: $28.86
Price in other shops: $96.95
Net Words: Creating High-Impact Online Copy ImageNet Words: Creating High-Impact Online Copy
by Nick Usborne
McGraw-Hill; Published: 2002-01-26; Paperback; Book
Best price: $6.37
Price in other shops: $16.95
How to Think Like the World's Greatest New Media Moguls ImageHow to Think Like the World's Greatest New Media Moguls
by Dale Buss, Marcia Layton Turner
McGraw-Hill Companies; Published: 2001-07-27; Hardcover; Book
Best price: $23.11
Contemporary Advertising (Mcgraw-Hill/Irwin Series in Marketing) ImageContemporary Advertising (Mcgraw-Hill/ Irwin Series in Marketing)
by William F. Arens
Irwin Professional Pub; Published: 2003-10; Paperback; Book
Best price: $109.29
Marketing Management ImageMarketing Management
by Richard P. Bagozzi, Francisco F. Coronel, Jose Antonio Rosa
Prentice Hall; Published: 1998-01-08; Hardcover; Book
Best price: $26.32
Price in other shops: $105.33
Services Marketing (5th Edition) ImageServices Marketing (5th Edition)
by Christopher Lovelock, Jochen Wirtz
Prentice Hall; Published: 2003-11-07; Hardcover; Book
Best price: $22.99
Price in other shops: $146.70
Marketing for Hospitality and Tourism (3rd Edition) ImageMarketing for Hospitality and Tourism (3rd Edition)
by Philip Kotler, John T. Bowen, James C. Makens
Prentice Hall; Published: 2002-07-20; Hardcover; Book
Best price: $14.37
Price in other shops: $105.33
A Technique for Producing Ideas (Advertising Age Classics Library) ImageA Technique for Producing Ideas (Advertising Age Classics Library)
by James Young
McGraw-Hill; Published: 2003-01-21; Paperback; Book
Best price: $3.18
Price in other shops: $6.95
Guerrilla Pr Wired: Waging A Successful Publicity Campaign On-Line, Offline, And Everywhere In Between ImageGuerrilla Pr Wired: Waging A Successful Publicity Campaign On-Line, Offline, And Everywhere In Between
by Michael Levine
McGraw-Hill/Contemporary Books; Published: 2001-12-18; Hardcover; Book
Best price: $0.74
Price in other shops: $24.95
Similar Books and other products
Good Products, Bad Products: Essential Elements to Achieving Superior Quality ImageGood Products, Bad Products: Essential Elements to Achieving Superior Quality
by James Adams
McGraw-Hill; Published: 2011-12-20; Hardcover; Book
Best price: $16.47
Price in other shops: $30.00
A Natural History of the Senses ImageA Natural History of the Senses
by Diane Ackerman
Vintage; Published: 1991-09-10; Paperback; Book
Best price: $6.99
Price in other shops: $16.95
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders ImageEating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
by Adam Morgan
Wiley; Published: 2009-02-17; Hardcover; Book
Best price: $16.00
Price in other shops: $29.95
The Advertising Concept Book ImageThe Advertising Concept Book
by Pete Barry
Thames & Hudson; Published: 2008-07-21; Paperback; Book
Best price: $23.62
Price in other shops: $29.95
Positioning: The Battle for Your Mind ImagePositioning: The Battle for Your Mind
by Al Ries, Jack Trout
McGraw-Hill; Published: 2000-12-13; Paperback; Book
Best price: $7.00
Price in other shops: $16.95
Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising ImageHitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising
by Lisa Fortini-Campbell
Copy Workshop; Published: 2001-06; Paperback; Book
Best price: $25.95
Price in other shops: $29.95
Ogilvy on Advertising ImageOgilvy on Advertising
by David Ogilvy
Vintage; Published: 1985-03-12; Paperback; Book
Best price: $14.49
Price in other shops: $27.50
Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books) ImagePerfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)
by Jon Steel
Wiley; Published: 2006-10-30; Hardcover; Book
Best price: $15.97
Price in other shops: $32.50
Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Magazine) ImageHey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Magazine)
by Luke Sullivan
Wiley; Published: 2008-02-08; Paperback; Book
Best price: $12.23
Price in other shops: $19.95
The Art of Client Service: 58 Things Every Advertising & Marketing Professional Should Know, Revised and Updated Edition ImageThe Art of Client Service: 58 Things Every Advertising & Marketing Professional Should Know, Revised and Updated Edition
by Robert Solomon
Kaplan Publishing; Published: 2008-01-01; Hardcover; Book
Best price: $11.25
Price in other shops: $19.95
Book store. Illustrated catalog of books on different categories