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 in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset.
Written in an engaging manner, Advertising Account Planning helps students understand the job of an account planner in this contemporary moment. From data analytics to building a creative brief, this core text systematically covers the tools and skills needed to be a successful advertising account planner.
- Teaches advertising as consumer engagement using the POEM (paid, owned and earned media) model
- Covers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of ads
- Illustrates the strategic process that culminates in developing the creative brief
- Incorporates interviews from industry professionals to give a sense of the actual job
- Includes assignments, discussions and additional readings
By Carol J. Pardun; Beth E. Barnes and Sheri J. Broyles
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
What is Primary Research?
Primary Research. Qualitative, Consumer Style
What is qualitative research?
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