Beth E. Barnes, Carol J. Pardun, Kelli S. Boling, Sheri J. Broyles

Advertising Account Planning

New Strategies in the Digital Landscape

• Gebundenes Buch

Produktbeschreibung

"An essential guide for all advertising students and future professionals, this book systematically covers the account planning process from brand basics and data analytics to building a creative brief. The second edition explores the latest digital opportunities, adding activities using AI tools and an entirely new chapter on consumer insights"-- Provided by publisher.

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Produktdetails

• Verlag: Rowman & Littlefield
• Second Edition
• Seitenzahl: 206
• Erscheinungstermin: 31. Dezember 2024
• Englisch
• Abmessung: 229mm x 152mm
• ISBN-13: 9781538192467
• ISBN-10: 1538192462
• Artikelnr.: 72700576

Autorenporträt

By Kelli S. Boling; Carol J. Pardun; Beth E. Barnes and Sheri J. Broyles

Inhaltsangabe

Preface
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
Chapter 9. Primary Research: Qualitative, Consumer Style
Chapter 10. Unwrapping Advertising Strategy by Working Backward: A Helpful
Exercise for Account Planners
Chapter 11. Your Brand's Best Advertising Approach
Chapter 12. Consumer Insights
Chapter 13. Concept Testing: How to Figure Out If You're Heading Down the
Right Advertising Path
Chapter 14. Finally, Heading to the Creative Brief
Index