Carol J. Pardun, Beth E. Barnes, Sheri J. Broyles

Advertising Account Planning

New Strategies in the Digital Landscape

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Rowman & Littlefield Publishers
• Seitenzahl: 156
• Erscheinungstermin: 28. Juni 2019
• Englisch
• Abmessung: 229mm x 152mm x 9mm
• Gewicht: 237g
• ISBN-13: 9781538114070
• ISBN-10: 1538114070
• Artikelnr.: 56639906

Autorenporträt

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