Truth, Lies and Advertising

Truth, Lies and Advertising examines account planning in advertising through practical examples and case studies from major campaigns. Steel draws from his experience at Goodby, Silverstein & Partners to demonstrate how research and strategic thinking shape effective advertising. The book presents a framework for understanding consumers and translating insights into campaigns that connect with audiences. Through specific campaign examples, Steel illustrates the methods for gathering consumer intelligence and crafting resonant brand messages. Each chapter uses real advertising successes and failures to illustrate key principles of the planning process. The narrative moves from research techniques to creative development to measuring campaign effectiveness. The text serves as both a practical guide and a meditation on advertising's role in culture, exploring how truth and authenticity contribute to marketing that makes an impact. Steel's analysis raises questions about responsibility and ethics in how brands communicate with consumers.

Readers value this book as a practical guide to account planning, particularly appreciating Steel's real-world examples from campaigns like Got Milk? and various Porsche ads. Many cite his straightforward writing style and honest discussion of both successes and failures. Readers liked: - Clear explanation of research methods and consumer insights - Personal anecdotes from Steel's career - Step-by-step breakdowns of planning processes Readers disliked: - Dated examples from the 1980s-90s - Focus on traditional advertising vs digital - Some found it too basic for experienced planners Ratings: Goodreads: 4.15/5 (1,800+ ratings) Amazon: 4.6/5 (180+ ratings) Common review quotes: "Explains planning better than any textbook" - Amazon reviewer "Changed how I approach creative briefs" - Goodreads reviewer "Could use an updated edition with current examples" - Goodreads reviewer

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📚 Jon Steel wrote this influential book while serving as the Head of Planning at Goodby, Silverstein & Partners, one of America's most creative advertising agencies. 🔍 The title deliberately echoes Claude Hopkins' 1923 advertising classic "Scientific Advertising," positioning Steel's work as a modern perspective on timeless industry principles. 💡 The book features an in-depth case study of the famous "got milk?" campaign, which Steel helped develop and which revolutionized commodity advertising. ✍️ Steel's emphasis on consumer research changed industry practices, advocating for qualitative methods like small focus groups and in-depth interviews over large quantitative studies. 🌟 Though published in 1998, the book remains required reading at many advertising schools and was named one of Advertising Age's "Best Books About Advertising" more than a decade after its release.