Advertising account planning : new strategies in the digital landscape /: new strategies in the digital landscape. ([2020])

• Record Type: Book
• Further Information: Note: Carol J. Pardun, University of South Carolina, Beth E. Barnes, University of Kentucky, Sheri Broyles, University of North Texas.
• Authors: Pardun, Carol J; Barnes, Beth E; Broyles, Sheri
• Contents: 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.
• Publisher Details: Lanham : Rowman & Littlefield
• Publication Date: 2020
• Copyright Date: 2020
• Extent: 1 online resource
• Subjects: 659.1/13; Marketing research; Advertising campaigns -- Planning; Advertising media planning; Advertising -- Management; Advertising campaigns -- Planning; Advertising -- Management; Advertising media planning; Marketing research; BUSINESS & ECONOMICS / Advertising & Promotion; Electronic books
• Languages: English
• ISBNs: 1538114089; 9781538114087
• Related ISBNs: 9781538114063
• Notes: Note: Includes bibliographical references.; Note: Description based on online resource; title from digital title page (viewed on July 04, 2019).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.