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Author: Larry Kelley
Publisher: Routledge
Published: 2015-02-11
Total Pages: 263
ISBN-13: 1317507436
DOWNLOAD EBOOKConcise 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: Carol J. Pardun
Publisher: Rowman & Littlefield
Published: 2019-06-05
Total Pages: 157
ISBN-13: 1538114089
DOWNLOAD EBOOKAlthough 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
Author: Jon Steel
Publisher: John Wiley & Sons
Published: 1998-03-13
Total Pages: 330
ISBN-13:
DOWNLOAD EBOOKAccount 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: D. W. Jugenheimer
Publisher: Routledge
Published: 2014-12-18
Total Pages: 225
ISBN-13: 1317478649
DOWNLOAD EBOOKConcise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
Author: Chris Kocek
Publisher:
Published: 2013
Total Pages: 0
ISBN-13: 9780989284905
DOWNLOAD EBOOKThe 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
Published: 2021-04-27
Total Pages: 175
ISBN-13: 1773271482
DOWNLOAD EBOOKSuper 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: Mark Donnolo
Publisher: Association for Talent Development
Published: 2017-05-23
Total Pages: 201
ISBN-13: 1562867776
DOWNLOAD EBOOKSales growth starts with planning Sales accounts are harder than ever to win, let alone keep. Globalization, cloud computing, and crowdsourcing create a marketplace where any account can be lured away by a hungry startup. And the face-time advantage? Forget it. Today's high-quality sale will likely involve six or more decision makers. That's why it's time to get strategic about how sales teams frame their approach. In Essential Account Planning, sales enablement expert Mark Donnolo blends his years of experience with expert interviews and stories to show you how planning can reliably drive revenue. His five-point framework will prepare you to address the arguments you're certain to hear against account planning, such as lack of commitment, ownership, and time. Each sales organization is unique, but most have similar challenges and succeed using common principles. And chances are, sales reps in your company already perform many of these account planning tasks, albeit on the fly or independent of others. This book's ready-to-use tools and templates will help you get everyone on the same page to deliver immediate results. In this book, you'll learn how to: Develop a consistent account plan structure. Create the habits and culture of an ongoing planning process. Navigate the politics that impede information sharing. Many salespeople believe that more selling creates more sales, but the salespeople who invest in account planning become the true sales leaders. Use Essential Account Planning to bring stability to your sales organization and start seeing the rewards of planning today!
Author: Judie Lannon
Publisher: John Wiley & Sons
Published: 2007-12-10
Total Pages: 404
ISBN-13: 0470517913
DOWNLOAD EBOOKIn 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
Author: Jim Avery
Publisher:
Published: 1993
Total Pages: 222
ISBN-13:
DOWNLOAD EBOOKAuthor: Larry D. Kelley
Publisher: Routledge
Published: 2012
Total Pages: 0
ISBN-13: 9780765626356
DOWNLOAD EBOOKUpdated 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.
