Advertising Account Planning PDF Download
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Author | : Larry Kelley |
Publisher | : Routledge |
Total Pages | : 263 |
Release | : 2015-02-11 |
Genre | : Business & Economics |
ISBN | : 1317507436 |
Download Advertising Account Planning Book in PDF, ePub and Kindle
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
Author | : Jon Steel |
Publisher | : John Wiley & Sons |
Total Pages | : 330 |
Release | : 1998-03-13 |
Genre | : Business & Economics |
ISBN | : |
Download Truth, Lies, and Advertising Book in PDF, ePub and Kindle
Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.
Author | : Carol J. Pardun |
Publisher | : Rowman & Littlefield |
Total Pages | : 156 |
Release | : 2019-06-05 |
Genre | : Language Arts & Disciplines |
ISBN | : 1538114089 |
Download Advertising Account Planning Book in PDF, ePub and Kindle
Advertising Account Planning in the Digital Media Landscape gives readers the tools to navigate the account planning process online. 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.
Author | : D. W. Jugenheimer |
Publisher | : Routledge |
Total Pages | : 225 |
Release | : 2014-12-18 |
Genre | : Business & Economics |
ISBN | : 1317478649 |
Download Advertising Account Planning Book in PDF, ePub and Kindle
Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
Author | : Chris Kocek |
Publisher | : |
Total Pages | : 0 |
Release | : 2013 |
Genre | : Advertising |
ISBN | : 9780989284905 |
Download The Practical Pocket Guide to Account Planning Book in PDF, ePub and Kindle
The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.
Author | : Lesley Bielby |
Publisher | : Figure 1 Publishing |
Total Pages | : 175 |
Release | : 2021-04-27 |
Genre | : Business & Economics |
ISBN | : 1773271482 |
Download Super Strategist Book in PDF, ePub and Kindle
Super Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertising’s arguably most vital discipline, that has been written with the passion of someone who’s found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, full-service agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap—the customer journey. Whether it’s called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in today’s fractured markets clients need to know their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idea-led, but consumer-informed. To find that perfect balance of art and science, the successful account planner is “X-shaped”: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplines—a Super Strategist who is the fulcrum of any successful agency.
Author | : Hart Weichselbaum |
Publisher | : Routledge |
Total Pages | : 0 |
Release | : 2008 |
Genre | : Advertising |
ISBN | : 9781887229364 |
Download Readings in Account Planning Book in PDF, ePub and Kindle
A compilation of some of the best thinking in the exciting and challenging field of account planning. Beginning with Stanley Pollit's "How I Started Account Planning," this great collection includes pieces from John Griffiths, Malcolm Gladwell, Merry Baskin, Paul Feldwick, John Heilleman, and many more.
Author | : Margaret A. Morrison |
Publisher | : SAGE |
Total Pages | : 241 |
Release | : 2012 |
Genre | : Business & Economics |
ISBN | : 1412987245 |
Download Using Qualitative Research in Advertising Book in PDF, ePub and Kindle
This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.
Author | : Mark Pollard |
Publisher | : |
Total Pages | : 400 |
Release | : 2020-08-11 |
Genre | : |
ISBN | : 9781950372003 |
Download Strategy Is Your Words Book in PDF, ePub and Kindle
Author | : Larry D. Kelley |
Publisher | : Routledge |
Total Pages | : 0 |
Release | : 2012 |
Genre | : Advertising media planning |
ISBN | : 9780765626356 |
Download Advertising Media Planning Book in PDF, ePub and Kindle
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.