Description
Rowman & Littlefield Advertising Account Planning New Strategies in the Digital Landscape 2019 Edition by Carol J. Pardun, Beth E. Barnes, Sheri J. Broyles
Although 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 contents : - Chapter 1What Is Account Planning?Chapter 2Account Planning in the Age of Ad Clutter. P.S. It's all Ad ClutterChapter 3What Is a Brand?Chapter 4Marketing Basics Account Planners Need to KnowChapter 5Who Is Your Target Audience?Chapter 6Secondary Research. No Matter What, Do This First!Chapter 7Social Media Monitoring ToolsChapter 8Primary Research: The Benefits and Pitfalls of Quantitative Survey ResearchWhat is Primary Research?Chapter 9Primary Research. Qualitative, Consumer StyleWhat is qualitative research?Chapter 10Unwrapping Advertising Strategy by Working Backwards: A Helpful Exercise for Account Planners.Chapter 11Your Brand's Best Advertising ApproachChapter 12Concept Testing: How to Figure Out If You're Heading Down the Right Advertising PathChapter 13Finally, Heading to the Creative BriefChapter 14An Account Planner's Job Is Never Done