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Understanding Account Planning in Advertising: Key Elements and Strategies

Learn the core aspects of account planning in advertising, including consumer insight, message and media strategies, creative briefs, and effective communication. This recap covers the basics of strategic planning decisions and advertising strategies. Get insights on account planner tasks and the importance of the research foundation for effective communication briefs. Discover how to construct a creative brief and channel efforts towards client interests.

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Understanding Account Planning in Advertising: Key Elements and Strategies

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  1. Strategic Planning(Continued) Lecture 12

  2. Recap • Chapter Key Points • Advertising Strategy • Basic Strategic Planning Decisions

  3. Chapter Outline • Chapter Key Points • Advertising Strategy • Basic Strategic Planning Decisions • Account Planning: What Is It? • Planning for IMC

  4. Budgeting • Historical Method • Objective-Task Method • Percentage of Sales Method • Competitive Budgets • All You Can Afford

  5. Account planning The research-and-analysis process used to gain knowledge and understanding of the consumer Account Planning Elements Consumer insight Message strategy Media strategy Account Planning: What is It?

  6. Account planner A person in an agency who uses account planning to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants Account Planner Tasks Understand brand Understand audience relationship Articulate strategies Prepare creative briefs Evaluate effectiveness Account Planning: What is It?

  7. The Research Foundation Consumer Insight The Communication Brief Used in three phases of the advertising planning process Strategy generation Creative development Campaign evaluation Account Planning: What is It?

  8. The Research Foundation Consumer Insight The Communication Brief Intersects with the interests of the customer and the brand features Insight mining Realistic response objective? Causes of nonresponse? Barriers to desired response? Motivation to respond? Role of each element in the communication mix Account Planning: What is It?

  9. The Research Foundation Consumer Insight The Communication Brief Explains the consumer insight and summarizes the basic strategy decisions Six major parts: Marketing objective Product Target audience The promise and support Brand personality Strategy statement Account Planning: What is It?

  10. Constructing a CreativeBrief • Creative brief is a document designed to channel copywriter's and other creatives’ efforts toward a solution that will serve the interest of client. • It is a document prepared by a brand management team (client) perhaps working with the advertising agency’s account executive and is intended to both inspire creatives and channel their efforts.

  11. Communication Brief Outline • Background • Target Audience • Thoughts and Feelings • Objectives and Measures • Behavioral Outcome • Positioning • Message and Medium • Strategy • Nitty-Gritty Details Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

  12. Summary • Account Planning: What Is It? • Planning for IMC • Creative Brief

  13. References • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND. • Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8th edition, South-Western.

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