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An essential guide for all advertising students and future professionals, this book systematically covers the account planning process from brand basics and data analytics to building a creative brief. The second edition explores the latest digital opportunities, adding activities using AI tools and an entirely new chapter on consumer insights.
List of 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
About the author
Kelli S. Boling is assistant professor of advertising and public relations in the College of Journalism and Mass Communications and the University of Nebraska-Lincoln.
Carol J. Pardun is Distinguished Professor Emerita in the School of Journalism and Mass Communications at the University of South Carolina.
Beth E. Barnes is professor emerita in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky.
Sheri J. Broyles was professor in the advertising department at the Mayborn School of Journalism at the University of North Texas.
