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Avg. Customer Rating: 5.0 / 5.0
A view from an outsider I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4. I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other... more info
Top book! Top read! Top man! Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and... more info
The best book on advertising you could read On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way. It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well. If you have any involvement in a brand, you ought to own it. If you are an advertising... more info
Highly Recommended! 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... more info
