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

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9780471189626: 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."

"Sinopsis" puede pertenecer a otra edición de este libro.

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.

From the Back Cover:

"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings -- not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." -- Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide

"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.

"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, Markley, Newman, Harty

"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners."-- Rob White, Director of Planning, Fallong McElligott

"... I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout."-- David Wheldon, President, BBDO Europe

"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it agains the norms, the answer is the same -- Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising."-- Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York

"Sobre este título" puede pertenecer a otra edición de este libro.

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Jon Steel
Editorial: John Wiley and Sons
ISBN 10: 0471189626 ISBN 13: 9780471189626
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Descripción John Wiley and Sons. Estado de conservación: New. Brand New. Nº de ref. de la librería 0471189626

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Steel, Jon
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Descripción 1998. HRD. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería KS-9780471189626

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Jon Steel
Editorial: John Wiley Sons Inc, United States (1998)
ISBN 10: 0471189626 ISBN 13: 9780471189626
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Descripción John Wiley Sons Inc, United States, 1998. Hardback. Estado de conservación: New. New.. Language: English . Brand New Book. 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. Nº de ref. de la librería AAH9780471189626

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4.

Jon Steel
Editorial: John Wiley Sons Inc, United States (1998)
ISBN 10: 0471189626 ISBN 13: 9780471189626
Nuevos Tapa dura Primera edición Cantidad: 10
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The Book Depository US
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Descripción John Wiley Sons Inc, United States, 1998. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. 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. Nº de ref. de la librería AAH9780471189626

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Steel, Jon
Editorial: John Wiley and#38; Sons (1998)
ISBN 10: 0471189626 ISBN 13: 9780471189626
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Descripción John Wiley and#38; Sons, 1998. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería FW-9780471189626

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Steel, Jon
Editorial: John Wiley & Sons Inc (1998)
ISBN 10: 0471189626 ISBN 13: 9780471189626
Nuevos Tapa dura Cantidad: 1
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Valoración
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Descripción John Wiley & Sons Inc, 1998. Estado de conservación: New. 1998. 1st Edition. Hardcover. 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. Series: Adweek Magazine Series. Num Pages: 320 pages, facsimiles. BIC Classification: KJMV7; KJSA. Category: (P) Professional & Vocational. Dimension: 237 x 163 x 28. Weight in Grams: 524. . . . . . . Nº de ref. de la librería V9780471189626

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7.

Jon Steel
Editorial: John Wiley Sons Inc, United States (1998)
ISBN 10: 0471189626 ISBN 13: 9780471189626
Nuevos Tapa dura Primera edición Cantidad: 10
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Book Depository hard to find
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Descripción John Wiley Sons Inc, United States, 1998. Hardback. Estado de conservación: New. 1. Auflage. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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. Nº de ref. de la librería BZV9780471189626

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Jon Steel
Editorial: John Wiley & Sons
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Descripción John Wiley & Sons. Hardcover. Estado de conservación: New. New copy - Usually dispatched within 2 working days. Nº de ref. de la librería B9780471189626

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Jon Steel
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Descripción Estado de conservación: New. Bookseller Inventory # ST0471189626. Nº de ref. de la librería ST0471189626

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10.

Jon Steel
Editorial: Wiley 1998-03-16, New York |Chichester (1998)
ISBN 10: 0471189626 ISBN 13: 9780471189626
Nuevos Tapa dura Cantidad: 10
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Blackwell's
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Descripción Wiley 1998-03-16, New York |Chichester, 1998. hardback. Estado de conservación: New. Nº de ref. de la librería 9780471189626

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