98% Pure Potato: The Origins of Advertising Account Planning

By John Griffiths and Tracey Follows

The story of how account planning began, told by its pioneers

Thursday, 9 April 2015

Short history of books about how advertising works

Here's the next film in the sequence of introductions to important books for planners. We've already covered books about planning. This film is about that actually difficult topi - how advertising works. Once again we are making this avaiable to everyone not just those who have pledged for the book so you are welcome to share this with those you think will be interested. And the pretext for making these films is wondering how many planners still read books as a way of learning. If you've never acquired the habit then these films will give you great pointers of classic texts you really ought to know. 

Answering the question what role do we expect advertising to play is the most important question in planning? It is the question which came up over and over in our interviews with the first planners which will feature in 98% Pure Potato. Even now with all the measures available for digital advertising there is the question how does it actually work? Just measuring clickthroughs is not enough. so that's why we've made a film introducing you to the most important texts. Including Paul Feldwick's recently launched brilliant book The Anatomy of Humbug which you can buy here.  You can buy his book here. Its a lucid introduction to the main theories about how advertising works. 

 And here's the film

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