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Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer 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 helps students understand the job of an account planner in this contemporary moment. From data analytics to building a creative brief, this core text systematically covers the tools and skills needed to be a successful advertising account planner.
Features:
Teaches advertising as consumer engagement using the POEM (paid, owned and earned media) model
Covers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of ads
Illustrates the strategic process that culminates in developing the creative brief
Incorporates interviews from industry professionals to give a sense of the actual job
Includes assignments, discussions and additional readings
List of contents
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
About the author
Carol J. Pardun is a professor in the School of Journalism and Mass Communications at the University of South Carolina. She regularly teaches the Account Planning course as well as a variety of topics courses. She is a former president of the Association of Education in Journalism and Mass Communications (AEJMC). Pardun is the author of Advertising & Society: An Introduction.
Beth E. Barnes is a professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky. She also heads the international studies program for the college and represents it on the university's International Advisory Council. Barnes is a former president of the Association of Schools of Journalism and Mass Communications (ASJMC).
Sheri J. Broyles is a professor in the Mayborn School of Journalism at the University of North Texas. She has taught Principles of Advertising, Account Planning, Copywriting and Advertising Campaigns. She regularly teaches a Maymester course in New York City. She has served on the Accrediting Council on Education in Journalism and Mass Communications and regularly serves on accrediting site teams.
Summary
Advertising Account Planning in the Digital Media Landscape seeks to bridge the gap between account planning and digital landscape. This text provides 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.
