Jon Steel - Truth, Lies and Advertising

322 Pages·2003·2.67 MB·English

by  Jon Steel

TRUTH, LIES, AND
ADVERTISING
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Published
Disruption: Overturning Conventions and Shaking up the Market-
place, Jean-Marie Dm
"Hey, Whipple, Squeeze This!": A Guide to Creating Great Ads),
Luke Sullivan
Truth, Lies, arid Advertising: The Art of Account Planning, Jon Steel
Under the Radar: Talking to Today's Cynical Consumer, Jonathan
Bond & Richard Kirshenbaum
Forthcoming
Eating the Big fish: How "Challenger Brands" Can Compete
Against Brand Leaders, Adam Morgan
TRUTH, LIES, AND
ADVERTISING

The Art
of Account Planning

by Jon Steel

John Wiley & Sons, Inc.
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This book is printed on acid-free paper. ©
Copyright © 1998 by Jon Steel. All rights reserved.
Published by John Wiley & Sons, Inc.
Published simultaneously in Canada .
No part of this publication may be reproduced, stored in a retrieval system or
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petent professional person should be sought.
Library of Congress Cataloging-in-Publication Data:
Steel, Jon.
Truth, Lies, and Advertising: The Art of Account Planning.
Jon Steel.
p. cm. — (Adweek books)
Includes bibliographical references and index.
ISBN 0-471-18962-6 (cloth : alk. paper)
1. Advertising campaigns — United States—Planning.
2. Advertising—United States. 3. Advertising agencies—Customer
services—United States. I. Title. II. Series.
HF5837.S73 1998
659.1'll-dc21 97-40334
CIP
Credits for copyrighted material are listed on pages 275-283 .
Printed in the United States of America.
10 9 8 7
This book is dedicated
to
Ethel Alice Morris
1904-1993

Contents

Introduction ix
Firing Blanks
1. No Room for the Mouse 1
The Failure to Involve Consumers in
Advertising Communication
2. Silent Partners 31
Account Planning and the New Consumer
Alliance
3. The Blind Leading the Bland 59
Advertising Follows Research... in the
Wrong Direction
4. Peeling the Onion 103
Uncovering the Truth and Stimulating
Creative Ideas through Research
5. The Fisherman's Guide 139
The Importance of Creative Briefing
6. Ten Housewives in Des Moines 189
The Perils of Researching Rough
Creative Ideas
7. Serendipity 231
"got milk?"
Acknowledgments 271
Bibliography 277
Index 281
Credits 287
About the Author 297
Vll