Book description
"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…
Why read it?
1 author picked Truth, Lies, and Advertising as one of their favorite books. Why do they recommend it?
I first read this book over twenty years ago, and it still resonates. Steel shows how they thought things through at Goodby, Silverstein & Partners, and, as director of account planning, he would know. Steel starts from the consumer’s point of view, which is where ads themselves should start but too often don’t. He helps us see the psychology that underlies great advertising. Smart, witty, well written—full of memorable insights and delicious examples. It’s over twenty years old, yes, but until human nature changes, this book will be relevant.
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