Carol J Pardun, Beth E Barnes, Sheri J Broyles

Advertising Account Planning

New Strategies in the Digital Landscape

• Gebundenes 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: Bloomsbury Publishing PLC
• Seitenzahl: 156
• Erscheinungstermin: 5. Juni 2019
• Englisch
• Abmessung: 235mm x 157mm x 13mm
• Gewicht: 389g
• ISBN-13: 9781538114063
• ISBN-10: 1538114062
• Artikelnr.: 56616373

Autorenporträt

Carol J. Pardun is professor in the School of Journalism and Mass Communications at the University of South Carolina.

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