Debug: No search context available for navigation
Advertising account planning : new strategies in the digital landscape
Pardun, Carol J., author.
Lanham : Rowman & Littlefield, [2020]
"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: New Strategies in the Digital Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does and provide a thorough explanation of the kinds of research needed for the account planning process to be successful--all explained within a digital media mindset"--Cover.
Bibliographic Information
| Format: | eBook |
|---|---|
| Author: | Pardun, Carol J., |
| Subject: |
Marketing research Advertising Advertising campaigns BUSINESS & ECONOMICS / Advertising & Promotion Advertising media planning |
| Publication Year: | 2020 |
| Language: | English |
| Published: | Lanham : Rowman & Littlefield, [2020] |
| ISBN: | 9798881820725 9781538114087 1538114089 979-88-8182-072-5 1-5381-1408-9 |
| Notes: | Includes bibliographical references. What is account planning? -- Account planning in the age of ad clutter. P.S. it's all ad clutter -- What is a brand? -- Marketing basics account planners need to know -- Who is your target audience? -- Secondary research. No matter what, do this first! -- Social media monitoring tools -- Primary research: the benefits and pitfalls of quantitative survey research -- Primary research: qualitative, consumer style -- Unwrapping advertising strategy by working backwards: a helpful exercise for account planners -- Your brand's best advertising approach -- Concept testing: how to figure out if you're heading down the right advertising path -- Finally, heading to the creative brief -- An account planner's job is never done. Description based on online resource; title from digital title page (viewed on July 04, 2019). |
| Course: |
PRA440 |