Advertising Account Planning

New Strategies in the Digital Landscape
Rowman & Littlefield Publishers
  • erschienen am 5. Juni 2019
  • |
  • 156 Seiten
E-Book | ePUB mit Adobe-DRM | Systemvoraussetzungen
978-1-5381-1408-7 (ISBN)
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
  • Englisch
  • Blue Ridge Summit
  • |
  • USA
  • 0,58 MB
978-1-5381-1408-7 (9781538114087)
weitere Ausgaben werden ermittelt
By Carol J. Pardun; Beth E. Barnes and Sheri J. Broyles
Chapter 1 What Is Account Planning? Chapter 2 Account Planning in the Age of Ad Clutter. P.S. It's all Ad Clutter Chapter 3 What Is a Brand? Chapter 4 Marketing Basics Account Planners Need to Know Chapter 5 Who Is Your Target Audience? Chapter 6 Secondary Research. No Matter What, Do This First! Chapter 7 Social Media Monitoring Tools Chapter 8 Primary Research: The Benefits and Pitfalls of Quantitative Survey Research What is Primary Research? Chapter 9 Primary Research. Qualitative, Consumer Style What is qualitative research? Chapter 10 Unwrapping Advertising Strategy by Working Backwards: A Helpful Exercise for Account Planners. Chapter 11 Your Brand's Best Advertising Approach Chapter 12 Concept Testing: How to Figure Out If You're Heading Down the Right Advertising Path Chapter 13 Finally, Heading to the Creative Brief Chapter 14 An Account Planner's Job Is Never Done

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