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 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."
Customer Reviews:
Excellent book, concise and insightful........2007-02-15
Really, I suppose, the type of book a planner should write.
It is a great introduction to what a planner is and does. A good textbook for anyone involved in advertising or dealing with ad agencies. A brilliant "manual" for planners.
The best planning book I've read to date.......2007-01-12
There is a huge shortage of good account planning books. This effort by Jon Steele makes up for it. He is a man passionate about advertising (that's evident throughout the book) and very good at it too.
Jon covers the theoretical and practical aspects of account planning thoroughly and provides insights and advice for planners at all levels, account management staff, creative staff and clients.
Reading this book will show you how to improve the quality of your advertising product. It has certainly helped me do that at the agency I work for in New Zealand. One of the best buys I've made on Amazon.
Perfect.......2006-11-15
Perfect! The book is absolutely AWESOME! A nice way of teaching a lesson about advertising!
Excellent Introduction But Too Consumer Focussed.......2005-01-07
Without a doubt, this is the difinitive book on the art of account planning. Having been an account planner myself, I can assure you that no other book comes close in terms of providing 1) an overview of the discipline 2) a realistic account of how planning functions in everday situations within the agency 3) is done in an extremely readable and clear format unlike many other advertising strategy/research books which are more strategic textbook. Steel's book reads like a biography which is a testiment to his skill as a writer and as a planner.
However, I do have a few issues with this book in that it places too much emphasis on the power of the consumer in the planning process. I have known many non-planners who have read this book and come away with the idea that everything the consumer says and does is the word of God and planning is nothing more than a glorified consumer tape recorder. This in turn makes the planner's job more difficult in some respects as they in turn must justify all of their work with,"the consumer said this." Often, agency personal new to planning desperately want to strictly classify this multi-faceted discipline and often put it in in a smaller box (consumer) than it is suited for (incidentally, this often says something about the quality or lack thereof of those who you are working with).
The reality (for me anyway) is that account planning encompases many different skills and functions of which listening and interpreting what the consumer says is just one. Consumers are only a rear view mirror in that they can tell you what happened in the past but cannot predict the future. They are also extremely literal and what they say is not always what they mean or feel which is why instinct (a dirty word in many advertising circles) is so essential. Many great brands and briefs utliize a strong point of view rather than direct and literal consumer insight which is counter to the case studies that Steel uses to explain the 'planning process.'
Overall, this is an excellent 'introduction' into account planning. In a sense, the dilema that this book creates though, is also why planning is such a wonderful discipline. A planner's job cannot be easily classified in a sentence because there are so many diverse skills required of a first-rate planner.
HighlyRecommended!.......2004-06-04
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.
Book Description
ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROIchanges all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making.
This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts.
Download Description
ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROIchanges all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making. This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts
Customer Reviews:
Clear and welcome tools for justifying marketing investment.......2006-10-18
Calculating the ROI for marketing expenditures has long been a challenge. In the absence of financial justification, marketing budgets are often cut by companies unwilling or unable to show a clear relationship between such expenses and the bottom line. Naturally, then, it is in the best interest of marketing and corporate leadership to determine marketing ROI. After all, the value of attracting and keeping long-term customers is significant. By identifying the steps to determine marketing ROI, marketers have the tools to implement stronger marketing campaigns. More effective campaigns lead to greater profitability. Greater profitability creates financial health that allows companies to invest further in creative and productive marketing initiatives. I found that MARKETING ROI offers immediately useful information that helps guide marketing planning, and ties such spending directly to the bottom line.
Marketing ROI : The path to Campaign , Customer , and Corpor.......2004-08-24
Excellent business book. Well organized and packed with a lot of thoughts and adviceses that I could apply on my current job right away. I am using it as an Executive Training Program Reference Book now.
Introducing Rigor to Marketing Spending.......2003-11-26
With Marketing ROI, Jim Lenskold has introduced a very useful level of financial rigor into what the typically imprecise process of targeting investments in marketing and then measuring their impact on company profits. Two key concepts introduced are how Marketing ROI is correctly calculated (many companies do it wrong), and more importantly, how the Marketing ROI informantion is used to manage marketing investments, looking at the incremental investment in marketing, and its incremental effect on sales and profitablity. Jim covers the subject from a big company perspective, focusing on multi-product, multi-customer segment environments, but the concepts in the book can also be applied to small companies concerned with spending marketing dollars most effectively.
This is a key text to be used along with the latest in customer relationship management techniques and customer information technology to manage the profitability of a company's demand chain.
Book Description
Designed to meet the needs of the business student, this text provides balanced coverage of all communication tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Unlike other books, this unique text teaches future business professionals how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect.
Book Description
"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek
"Revolutionary! Surprising!"Business Week
"Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today
Customer Reviews:
Marketing 101.......2007-07-20
Regardless of whether you like the "warfare" analogies or not, the concepts discussed in this book is Marketing 101 for marketers.
First Ries/Trout explain which method of attack your company should use depending on its position in the marketplace. Then they describe what each position should do. Then they use some great classic case studies like the beer wars, cola wars, and computer wars.
Usually I hate these "outdated" books but the content in here is classic. They've updated the book and critiqued their own predictions made 20 years ago. For example, with over 50% of the PC marketshare, they were certain that IBM would remain the leader. Ooops.
Highly recommended for marketers.
Of all the books, this one is the weakest.......2007-03-30
I found this one to be the weakest of all the books by Ries and Trout. As Creative Director of AUDIN Web Design, it just didn't capture my interest like their other books. Don't get me wrong, I think these authors are geniuses and I love their books. This one just didn't do it for me; I think it was the warfare motif. I'm not a pacifist, but it just didn't work for me: Warfare as Marketing. The funny thing is that I actually bought this book twice: once ten years ago in paper back and then again in hardback more recently. That goes to show you how forgettable I thought this book was. If you are on a real tight budget, buy a different book by these authors.
missing book.......2007-03-24
today i have not received this book yet.could you inform me when this book would be delivered, please?
I AM A FAN OF JACK TROUT.......2007-02-02
This is the other must-read book from Jack Trout for Businessmen, marketers and I think every one, This book teaches you that WORLD is Competition, and It is WAR !
You must compete to survive, You must be intelligence to survive, and You must be different to survive.
Jack Trout explains the battle of MARKET forces and how to survive in it,
Still thinking about buying the book, You may feel the need to read this book after a hard competition!
Marketing Warfare.......2007-01-13
Excellent book! it explains marketing to non-marketing people. It is very useful to those with limited marketing knowledge.
Book Description
Direct marketing via the Internet is the best way to avoid the rising printing and mailing costs of traditional direct mail. Plus, it's more effective! An online campaign will often turn a profit even if the entire mailing produces only 1 percent response or less! If you're ready to try e-mail marketing, or if you're already doing it and want to know more, Internet Direct Mail has all the information you need. From selecting products and offers to writing copy and incorporating rich media-like video clips or audio into an e-mail, Internet Direct Mail shows you step by step how to create, send, and track a highly successful e-mail campaign. This guide also includes the authors' carefully compiled, invaluable lists of resources for:
- E-mail list brokers and service bureaus
- Credit card companies and corporations offering merchants accounts
- Books and software on Web marketing
- Online advertising services
Internet Direct Mail offers insight, advice, and step-by-step assistance from seasoned direct-marketing professionals who have experienced great success with Internet campaigns. Their expert guidance will help you make sound decisions about your offer, your creative, your list, your fulfillment, your method of measurement, and many other issues--allowing you to start and run a smooth, professional, results-oriented e-mail campaign.
Customer Reviews:
Great book for a new marketing medium.......2002-11-22
Any book that Bob Bly is associated with is bound to be good--no, great! And this one is no exception.
The author explores this new, exciting medium we call email and uncovers its powerful potential for direct response selling. It leads you through the basic techniques of marketing through email. What works and what doesn't. Most importantly, it steers you clear of potential pitfalls inherent in this new medium--like how to avoid spamming, etc..
A great book on email marketing that is thorough, timely, and bound to become a classic in its field.
These Authors Know Their Stuff!.......2001-03-18
These authors know their stuff. They've been very instrumental in helping Ancestry.com grow to over 320,000 paid subscribers over the past 18 months. Email Marketing is now one of our largest sources of subscriptions. I recommend this book for both beginner and expert alike.
This is the definitive book on e-mail marketing.......2001-02-02
***** FIVE STARS***** Excellent..... If you are an executive looking for information on how email marketing will impact your business, you'll want to read this book.
If you want to know how the pros are using email marketing buy this book.
It details the differences between opt in permission based lists, and SPAM, and how to avoid the pitfalls that can literally kill your business. It comes complete with information on where you can find the best email lists and email marketing services in the business.
It identifies the different types of copy, formatting, text Vs HTML, rich media, etc, and provides insight into which may be best for your business. I've been asking everyone about timing of our messages. No one was able to give me a clear answer that made any sense. This book gave me great insight into the time and day that is best for me to do my email transmissions... and the auothor's information produced immediate positive results for us.
Aside from the practical knowledge, I also liked this book because the author's share the latest thinking about where this medium is going, and what steps to take today to make sure that your business reaps the rewards of the future.
This book is not just for dot comers. I would strongly recommend this book to anyone involved in the sales and marketing of their company's products and services.
This book is now the definitive resource on email marketing.
Important Work - These authors have nailed it!.......2001-01-30
This book makes for some very compelling reading. It is not often that I read a book that delivers the goods... but these authors have nailed it. It uses both traditional and dot com companies to illustrate ways any company can leverage the Internet to gain customers at substantially reduced costs. This book has everything you need to implement a successful e-mail campaign. From how to identify good email lists to how to create the right message. Including dos and don'ts, front-end tips and back end response analysis. Has just the right balance of technical and practical information. I am a marketing manager working for a 'Fortune 500' company. The information in this book cost me hundreds of thousands of dollars to find out. Some things are so important, I wish I thought of them myself or discovered them sooner. I can't wait to try some of these techniques out and see the effect on my next campaign. I am recommending this book to everyone I know. Buy it!
Best E-Mail Marketing Book In Print.......2001-01-24
I bought this book because I know the authors by reputation. My company was a traditional mail order company. We used to sell all of our products through our printed catalog. The Internet has changed all of that. Half our budget is now dedicated to e-mail marketing.
I applied the Author's recommendations and saw my e-mail response rates take off. On the most recent campaign, I saw a 247% lift in response resulting from the use of just one of their techniques.
The book is written in very clear and concise language. It's methodical and step-by-step method worked wonders for my company's program. I've read all the other books currently on the market, they just don't compare. If you're new to e-mail marketing or a serious pro, this book has information that you can put to use right away.
The tips and tricks in creating an e-mail program were dead on. I especially liked the chapters on the type of products that can be sold via the Internet and the characteristics of a successful Internet Buyer. The "Multi-Mailing" idea alone was worth the price of the book.
Book Description
Get the good word out about your business!
When it comes to attracting customers, the only difference between your company and Sprint, Apple, or Burger King is great promotions. But what if you don't have millions for sophisticated PR and advertising campaigns? No problem. A self-made multimillionaire and business expert, Brad Sugars helps you create compelling press releases, sizzling ads, irresistible in-store promotions, and other promotional tools that get customers flocking to you. Discover how to:
- Identify and reach your target market
- Use the media to your advantage
- Attract influential special interest groups
- Design eye-catching materials that help you stand out and get noticed
Get real results right now when you discover all that Instant Success has to offer!
Instant Advertising * Instant Cashflow * Instant Leads * Instant Profit * Instant Referrals * Instant Repeat Business * Instant Sales * Instant Systems * Instant Team Building * The Business Coach * The Real Estate Coach * Successful Franchising * Billionaire in Training
Customer Reviews:
Learn the Basics of Promoting Your Business Now.......2007-07-30
Everytime I open the newspaper or magazine since reading this book, I notice all the mistakes business owners make when they write their ads. It really is easy once you apply the strategies that Brad Sugars covers in detail. No more "shooting off the hip" or "flying by the seat of your pants". I found this book to be very useful in that the tactics explained here can be used by any motivated business owner, some with little or no cost. I no longer have to "promote and pray" because I know what to do to make my promotions work.
Not for strategic promotional planning, yet worth reading.......2006-11-09
I guess it's my fault for rushing into buying the book without going through the table of contents and other details like I usually do. I recently purchased Sugars' Instant Cash flow book and it made a lot of sense so I rushed online and looked at his other titles and decided to go for Instant Promotions.
After going through it a few times, I found some useful tips and general helpful remarks scattered throughout the book. What the book is not about is how to strategically build well structured promotional plans and how to evaluate their ROI (Return On Investment). The last chapter titled, PART 7 - Creating Powerful Offers, talks about promotion building briefly.
Overall, the reader will benefit good tips related to creating promotional tools such as press releases, brochures, direct mail, etc. A good addition to the business library, but not the only book you should read about promotions. I find books like "SALES PROMOTION ESSENTIALS The 10 Basic Sales Promotion Techniques...and How to Use Them" and "HOW TO SELL MORE STUFF! Promotional Marketing That Really Works" are strategically more useful.
Instant Promotions.......2006-01-13
I highly recommend Instant Promotions to anyone who's serious about creating a successful advertising campaign.
All I needed to know about promoting a business..........2006-01-13
It was easy to understand & simple to implement promotional strategies... Steps to guide all the way...
Didn't had to be a creative guru to develop effective promotional material...Thanks to Brad!!!
Instant Promotions.......2006-01-13
A fantastic, no-nonsense tool for making promotional material work for you.
In Instant Promotions, Sugars outlines how to find target markets, locate appropriate media representatives, write world-class press releases, and attract customers through innovative, tailored promotional campaigns. Using a narrative story detailing his business coaching relationship with an auto mechanic named Charlie, Sugars unlocks the secrets to promotions and public relations in a clear, easy-to-understand manner.
Easy to read, with great examples on how to implement campaigns.
Book Description
How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.
Customer Reviews:
Dry as Toast.......2007-09-27
I am using this text for an intermediate-level advertising course and it is so incredibly tedious I think I might die. For every point there are endless paragraphs of explanations but very few examples. This leaves the reader feeling like he or she is reading a technical manual. I would not recommend this for any course unless the instructor was going to supplement with valuable lectures to illustrate this dry and dull text.
Excellent and Helpful!!!.......2006-02-23
This is a great book for ad student, professionals and amateurs. Is very compact with a lot of informatiion especially in ad estrategys and marketing. You can understand very well the concept of how it works the advertising and the marketing together in this complex topic of the advertising bussiness. Is a great deal!
Great Service.......2005-09-26
I received the book in great timing and it was exactly as described. Good Job!
Great Read for Marketing and Advertising.......2001-12-12
This book is an excellent source for understanding Advertising from A to Z. This book teaches all the necessary elements for developing a successful advertising campaign, creating the plansbook, and then winning the client's business. It gives great examples, it easy to read, as well as, thought provoking. It is truly a great guide to Marketing Commuincation Plans. It is used in Clark Atlanta's MBA Program for Advertising and Promotion. It's definitely "On Point!"
Book Description
This book is intended for anyone who wants to know how to write a marketing plan.
Customer Reviews:
Great quick reference........2002-01-04
Avery's book is great to have on the desk if you have to do any kind of advertising planning. It has been a great resource for writing RFP's and strategy for Internet projects. I would especially recommend this book to any advertising student who wants to graduate above the rest.
More examples should be included but as with all reference material, you can't have just one. This book was not meant to be the Bible of the industry but it is very useful and when combined with other references, you will have the capstone to your collection.
Can be read in three hours. Worth one........2001-12-31
I have worked in the advertising agency business for 25 years, and have searched high and low for a good book on how IMC is done. This book falls in the category of "one man's experience" and is not the end of my search. It's only minimally reflective of any reality I have experienced and is very basic. Plus, I'm not going to recommend a book that opens with the author's view of the vital importance of correct spelling, and then is filled with errors. He lost all credibility right there.
The #1 Book for Student Ad Teams.......2001-04-26
This book was designed for the AAF/NSAC - that's the American Ad Federation National Student Advertising Competition. It's also known as "The College World Series of Advertising."
If you're competing in the AAF/NSAC, or you're in a student "campaigns" course, this book is terrific.
If you're an entrepeneur, marketer or agency person frustrated by all the buzz mumble of other books, you will find this clear and to the point. However, you may often feel like you're in class somewhere - since the tone of the book is very focused on speaking to a student audience.
It's the #1 book for what it does - if you're frustrated by some of the other books out there, you might find this useful.
Good References, Decent Outline..........2001-04-20
The book is written to a college classroom audience and this can become distracting. Ironically, I ordered this book only because I thought it was a textbook I had used once. It isn't the book I used. But even expecting a "textbook" didn't lessen my occassional frustration with the tone.
Overall I think it is a very good resource full of useful information, but don't expect a lot of detail. You'll cover a lot of ground and sometimes feel the urge to raise your hand and ask a question. A sample of a completed advertising plan as a reference might be a helpful addition. For people not benefiting from the classroom or hands-on advertising experience, some of the text might be a bit vague. Your told a lot of "what" more than your told "how" or "why." So if you're looking for a guide to what goes into making an advertising campaign and don't need to know a lot about the hows and whys, then this book might be useful. (I'm not sure who these people might be, however...) Otherwise, be prepared to dig around a little while using this book. And that, by the way, isn't necessarily a bad thing.
Books:
- Truth, Lies and Advertising : The Art of Account Planning
- Ultimate Guide to Google AdWords (Ultimate Guide to Google Adwords)
- Understanding Nutrition (with CD-ROM and InfoTrac) (Understanding Nutrition)
- Word of Mouth Marketing: How Smart Companies Get People Talking
- Writing Effective News Releases...: How to Get Free Publicity for Yourself, Your Business, or Your Organization
- YOU: The Owner's Manual: An Insider's Guide to the Body that Will Make You Healthier and Younger
- Your First Year in Network Marketing: Overcome Your Fears, Experience Success, and Achieve Your Dreams!
- Zag: The Number One Strategy of High-Performance Brands
- Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
- Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
Books Index
Books Home
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General
| Business & Investing
| Subjects
| Books
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition
Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)
Art of Client Service
Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising
Ogilvy on Advertising
