Advertising account planning : new strategies in the digital landscape / Carol J. Pardun, University of South Carolina, Beth E. Barnes, University of Kentucky, Sheri Broyles, University of North Texas.
What is account planning? -- Account planning in the age of ad clutter: P.S. it's all ad clutter -- What is a brand? -- Marketing basics account planners need to know -- Who is your target audience? -- Secondary research: no matter what, do this first! -- Social media monitoring tools -- Primary research: the benefits and pitfalls of quantitative survey research -- Primary research: qualitative, consumer style -- Unwrapping advertising strategy by working backwards: a helpful exercise for account planners -- Your brand's best advertising approach -- Concept testing: how to figure out if you're heading down the right advertising path -- Finally, heading to the creative brief -- An account planner's job is never done.
Summary:
"Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer view the digital landscape as permeating every aspect of advertising. Advertising Account Planning: New Strategies in the Digital Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does and provide a thorough explanation of the kinds of research needed for the account planning process to be successful- all explained within a digital media mindset."--cover
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.