Description
Book SynopsisAlthough there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still 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 offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.
Table of ContentsChapter 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
