{"id":11907,"date":"2008-11-28T04:23:00","date_gmt":"2008-11-28T04:23:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/book-review-truth-lies-advertising\/"},"modified":"2025-09-15T23:00:51","modified_gmt":"2025-09-16T03:00:51","slug":"book-review-truth-lies-advertising","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pl\/book-review-truth-lies-advertising\/","title":{"rendered":"Recenzja ksi\u0105\u017cki: \u201ePrawda, k\u0142amstwa i reklama\u201d"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"SIS Mi\u0119dzynarodowe badania rynku i strategia\">W ramach naszej serii recenzji ksi\u0105\u017cek o marketingu niedawno zrecenzowali\u015bmy ksi\u0105\u017ck\u0119 Jona Steela \u201eTruth, Lies and Advertising: the Art of Account Planning\u201d. Cho\u0107 ksi\u0105\u017cka skupia si\u0119 na reklamie, jej tre\u015b\u0107 mo\u017cna realnie zastosowa\u0107 w innych ga\u0142\u0119ziach us\u0142ug marketingowych. W szczeg\u00f3lno\u015bci chcieli\u015bmy przeczyta\u0107 jej perspektyw\u0119 na temat bada\u0144 rynku w kampaniach reklamowych.<\/p>\n<p>Celem Steel jest zaproponowanie nowego modelu reklamy opartego na z\u0142o\u017cono\u015bci ludzi i ich emocji. Model ten obejmuje partnerstwo interesariuszy w kampanii reklamowej:<\/p>\n<ul>\n<li>client\u2019s business perspective<\/li>\n<li>agency\u2019s creative perspective<\/li>\n<li>opinions and prejudices of the people at whom advertising is aimed; In other words, the consumer needs to be probed for insecurities, motivations, habits, and prejudices<\/li>\n<\/ul>\n<p>In &#8220;triangulating&#8221; these perspectives, one to pinpoint closer to the truth. Underlying this model is its appreciation for chaos. Steel&#8217;s justification is that the sum of the whole is greater than the individual parts. Conversely, if one perspective is allowed to dominate, the quality and effectiveness of an advertising campaign can suffer. Chaos, Steel indicates, can be useful in providing the best work to clients.<\/p>\n<ul>\n<li>Environment affecting research on advertising<\/li>\n<li>What sort of mood does it put them in?<\/li>\n<li>Chance (should be encouraged)<\/li>\n<\/ul>\n<p>Steel further goes on to draw an unexpected parallel between Quantum Physics and Advertising, in reference to chaos. Ultimately, Steel implies that the chaos and desire for conflicting perspectives in Quantum Physics is similar to his approach of diverse perspectives.<\/p>\n<p>Steel continues to define Advertising according to Jeff Goodby&#8217;s definition: getting into one\u2019s mind and changing one\u2019s mind, but not telling one how to think. Along these lines, Steel asserts that Advertising cannot sell something; instead it influences the mind, which can influence purchasing.<\/p>\n<p>So is advertising art or business? Goodby stated that Advertising was the Business of Changing Minds. Hence, it appears that Advertising is a mix of art and commerce, leaning toward commerce. Conceiving Advertising mostly as an art is problematic as it raises the problem of putting the interests of the creative above those of the client&#8217;s. Steel implies that Advertisers need to realize that the objective of their clients is to sell <a href=\"https:\/\/www.sisinternational.com\/pl\/product-testing-that-turns-ideas-into-market-ready-success\/\" title=\"Product Testing That Turns Ideas into Market-Ready Success\"  data-wpil-monitor-id=\"7928\">products or ideas<\/a>.<\/p>\n<p>Moreover, is advertising a science or an art? Steel states that advertising is not a science because it neglects the complexity of human emotions. Science assumes that you can breakdown the components and rebuild things according to the machine model by Margaret Wheatley. Excessively scientific data can, according to Steel, focus on the trees and neglect the forest.<\/p>\n<p>Steel writes about the power of the unscientific method. He cites evidence that some of the best brains, including Einstein, Oppenheimer (a physicist), and Watson\/Crick, deviated from the scientific method by combining science and art (intuition, fantasy). Steel implies that this occurred because these great thinkers realized that the scientific method could not explain everything.<\/p>\n<p>Contextually, advertising <a href=\"https:\/\/www.sisinternational.com\/pl\/the-new-american-consumers-analysis-trends-facing-us-retailers\/\" title=\"Analiza New American Consumers: Trendy, z kt\u00f3rymi mierz\u0105 si\u0119 ameryka\u0144scy sprzedawcy detaliczni\"  data-wpil-monitor-id=\"7929\">faces several problems in reaching consumers<\/a>. Advertising is directed at people, and tries to tell them what to do. Messages have been overused. Consequently, people dislike advertising. Steel proposes that the Holy Trinity in Advertising consists of:<\/p>\n<ul>\n<li>simplicity<\/li>\n<li>common sense<\/li>\n<li>creativity<\/li>\n<\/ul>\n<p><strong>Ideas on Research<\/strong><br \/>\nSteel asserts that clients assume that those on the outside share their same amount of knowledge, and that it was the role of the planner needs to change this. He indicates that the focus group moderator should have the power to introduce a completely new idea and deviate from the discussion <a href=\"https:\/\/www.sisinternational.com\/pl\/sampling-techniques-in-qualitative-research-the-complete-guide-to-choosing-the-right-method\/\" title=\"Sampling Techniques in Qualitative Research: The Complete Guide to Choosing the Right Method\"  data-wpil-monitor-id=\"7930\">guide<\/a>. For example, he worked on a project on \u201cDisability Insurance,\u201d which by itself is a word that makes people shudder. Exploratory research was employed to allow the respondent to freely think and speak her thoughts. He found that respondents considered disability insurance as a necessary evil. As a result, the resulting ad campaign focused on the wide picture of the future and the realities that would impact some of the population. The message was that the company had your interests at heart.<\/p>\n<p>Steel also <a href=\"https:\/\/www.sisinternational.com\/pl\/claim-research-for-food-and-beverage-taste-tests-validating-your-product-claims\/\" title=\"Claim Research for Food and Beverage Taste Tests: Validating Your Product Claims\"  data-wpil-monitor-id=\"7924\">claims that researchers<\/a> need to look at what is not being said. Citing the example of a project for KPMG Peat Marwick, he had <a href=\"https:\/\/www.sisinternational.com\/pl\/how-to-conduct-in-depth-interviews-for-market-insights\/\" title=\"Jak przeprowadza\u0107 pog\u0142\u0119bione wywiady w celu uzyskania wgl\u0105du w rynek\"  data-wpil-monitor-id=\"7926\">conducted many interviews<\/a> with high-level executives. All <a href=\"https:\/\/www.sisinternational.com\/pl\/rozwiazania\/rozwiazania-w-zakresie-brandingu-i-badan-klientow\/badania-rynku-opowiadania-historii\/\" title=\"Badania rynku opowiadania historii\"  data-wpil-monitor-id=\"7925\">research interviews consisted of the respondent telling<\/a> the interviewer that what they were saying was all confidential. Hence, he came up with the idea to make a slogan conveying the exciting, stealthy, and confidential nature of what KPMG did.<\/p>\n<p>Ultimately, the book has invigorating examples of creative advertisements. Its easy-to-read writing style is consistent with his overall theories on simplicity and common sense in advertising. Its theories on advertising campaign are helpful in conceptualizing the most effective advertising campaign. Our only displeasure was that its ideas on <a href=\"https:\/\/www.sisinternational.com\/pl\/rozwiazania\/customer-lifetime-value-market-research\/\" title=\"Customer Lifetime Value Market Research\"  data-wpil-monitor-id=\"7927\">research did not add much in value<\/a> from other authors in the genre, such as Clotaire Rapaille author of the &#8220;Culture Code.<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"full-image-float-left ssNonEditable\"><span><img decoding=\"async\" style=\"width: 200px;\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/tla.jpg?__SQUARESPACE_CACHEVERSION=1233894251615\" alt=\"\" \/><\/span><\/span>W ramach naszej serii recenzji ksi\u0105\u017cek o marketingu niedawno zrecenzowali\u015bmy ksi\u0105\u017ck\u0119 Jona Steela \u201eTruth, Lies and Advertising: the Art of Account Planning\u201d. Cho\u0107 ksi\u0105\u017cka skupia si\u0119 na reklamie, jej tre\u015b\u0107 mo\u017cna realnie zastosowa\u0107 w innych ga\u0142\u0119ziach us\u0142ug marketingowych. W szczeg\u00f3lno\u015bci chcieli\u015bmy przeczyta\u0107 jej perspektyw\u0119 na temat bada\u0144 rynku w kampaniach reklamowych.<\/p>\n<p>Celem Steel jest zaproponowanie nowego modelu reklamy opartego na z\u0142o\u017cono\u015bci ludzi i ich emocji. Model ten obejmuje partnerstwo interesariuszy w kampanii reklamowej:<\/p>\n<ul>\n<li>perspektywa biznesowa klienta<\/li>\n<li>kreatywna perspektywa agencji<\/li>\n<li>opinie i uprzedzenia os\u00f3b, do kt\u00f3rych kierowana jest reklama; Innymi s\u0142owy, konsument musi zosta\u0107 zbadany pod k\u0105tem niepewno\u015bci, motywacji, nawyk\u00f3w i uprzedze\u0144<\/li>\n<\/ul>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-11907","post","type-post","status-publish","format-standard","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/11907","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/comments?post=11907"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/11907\/revisions"}],"predecessor-version":[{"id":81336,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/11907\/revisions\/81336"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/media?parent=11907"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/categories?post=11907"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/tags?post=11907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}