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Full Description
Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns.From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner.
The second edition builds on core strategies with the newest digital opportunities, adding activities using AI tools, new student and instructor resources, and an entirely new chapter on consumer insights.
Contents
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
