Advertising Account Planning teaches students to navigate the complex digital account planning processes. Incorporating insights from current advertising professionals, this core text explains what the account planner does and the research needed for account planning to be successful within the digital landscape.
Advertising Account Planning teaches students to navigate the complex digital account planning processes. Incorporating insights from current advertising professionals, this core text explains what the account planner does and the research needed for account planning to be successful within the digital landscape.
By Carol J. Pardun; Beth E. Barnes and Sheri J. Broyles
Inhaltsangabe
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
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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