By Larry D. Kelley, Donald W. Jugenheimer
Concise but finished, this useful advisor covers the severe function of the account planner in ads. Drawing on their wide adventure within the box, the authors keep on with the logical development of the account-planning activity from begin to end, together with realizing the client, defining the objective industry, defining the ease, model positioning, the artistic short, and measuring good fortune.
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Additional resources for Advertising Account Planning: A Practical Guide
The brand’s management and marketing teams will be focused on these numerical ways of defining the target market. This approach spills over into the advertising arena with media strategy that is highly quantitative in nature. Now the challenge becomes how to reconcile the business data with consumer needs and motivations. Defining the Brand’s Need State The essence of any brand and consumer bond is how that brand satisfies a consumer need. Thus, as an account planner, you have a major role to help brand management identify consumer-need states now and trends that might affect those need states in the future.
While they may not understand technology, they felt comfortable with a venerable brand name like IBM so they would influence their CIOs to purchase this brand of computer hardware. 1). Each brand or company will have a unique set of purchasers, users, and/or influencers. Some purchases are very straightforward; others are more complex and involve all three parts of the target triangle. In these cases, it is up to the account planner to help sort out the appropriate weights given to assign to each of these groups.
The implication of this information is that you will need to “cut to the chase” in terms of advertising in order to talk to this particular customer. Why Do They Buy Your Product? Okay, now you know who is buying your product and some of the things going on in their lives, but the issue separating insight from information is knowing the motivation of your customer. What need are you satisfying? ” If you are marketing toothpaste, you know people need to brush their teeth to keep them clean so they won’t rot in their mouths.
Advertising Account Planning: A Practical Guide by Larry D. Kelley, Donald W. Jugenheimer