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Advertising Account Planning New Strategies in the Digital Landscape

Pardun Carol J. Barnes Beth E. Broyles, Sheri J.
Heftet / 2019 / Engelsk

Produktdetaljer

ISBN
9781538114070
Publisert
2019-06-12
Utgiver
Vendor
Rowman & Littlefield
Vekt
236 gr
Høyde
229 mm
Bredde
162 mm
Dybde
13 mm
AldersnivĂĽ
U, 05
SprĂĽk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
156

Forfatter
Pardun Carol J.
Barnes Beth E.
Broyles, Sheri J.

Biographical note

Carol J. Pardun is a professor in the School of Journalism and Mass Communications at the University of South Carolina. She regularly teaches the Account Planning course as well as a variety of topics courses. She is a former president of the Association of Education in Journalism and Mass Communications (AEJMC). Pardun is the author of Advertising & Society: An Introduction. Beth E. Barnes is a professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky. She also heads the international studies program for the college and represents it on the university’s International Advisory Council. Barnes is a former president of the Association of Schools of Journalism and Mass Communications (ASJMC). Sheri J. Broyles is a professor in the Mayborn School of Journalism at the University of North Texas. She has taught Principles of Advertising, Account Planning, Copywriting and Advertising Campaigns. She regularly teaches a Maymester course in New York City. She has served on the Accrediting Council on Education in Journalism and Mass Communications and regularly serves on accrediting site teams.

Advertising Account Planning New Strategies in the Digital Landscape

Pardun Carol J. Barnes Beth E. Broyles, Sheri J.
Heftet / 2019 / Engelsk
Pardun Carol J. Barnes Beth E. Broyles, Sheri J.
Heftet / 2019 / Engelsk
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Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still 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 offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.
Les mer
Advertising Account Planning in the Digital Media Landscape seeks to bridge the gap between account planning and digital landscape. This text provides 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.
Les mer
Chapter 1 What Is Account Planning? Chapter 2 Account Planning in the Age of Ad Clutter. P.S. It’s all Ad Clutter Chapter 3 What Is a Brand? Chapter 4 Marketing Basics Account Planners Need to Know Chapter 5 Who Is Your Target Audience? Chapter 6 Secondary Research. No Matter What, Do This First! Chapter 7 Social Media Monitoring Tools Chapter 8 Primary Research: The Benefits and Pitfalls of Quantitative Survey Research What is Primary Research? Chapter 9 Primary Research. Qualitative, Consumer Style What is qualitative research? Chapter 10 Unwrapping Advertising Strategy by Working Backwards: A Helpful Exercise for Account Planners. Chapter 11 Your Brand’s Best Advertising Approach Chapter 12 Concept Testing: How to Figure Out If You’re Heading Down the Right Advertising Path Chapter 13 Finally, Heading to the Creative Brief Chapter 14 An Account Planner’s Job Is Never Done
Les mer

Relaterte produkter

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still 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 offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.
Les mer
Advertising Account Planning in the Digital Media Landscape seeks to bridge the gap between account planning and digital landscape. This text provides 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.
Les mer
Chapter 1 What Is Account Planning? Chapter 2 Account Planning in the Age of Ad Clutter. P.S. It’s all Ad Clutter Chapter 3 What Is a Brand? Chapter 4 Marketing Basics Account Planners Need to Know Chapter 5 Who Is Your Target Audience? Chapter 6 Secondary Research. No Matter What, Do This First! Chapter 7 Social Media Monitoring Tools Chapter 8 Primary Research: The Benefits and Pitfalls of Quantitative Survey Research What is Primary Research? Chapter 9 Primary Research. Qualitative, Consumer Style What is qualitative research? Chapter 10 Unwrapping Advertising Strategy by Working Backwards: A Helpful Exercise for Account Planners. Chapter 11 Your Brand’s Best Advertising Approach Chapter 12 Concept Testing: How to Figure Out If You’re Heading Down the Right Advertising Path Chapter 13 Finally, Heading to the Creative Brief Chapter 14 An Account Planner’s Job Is Never Done
Les mer

Produktdetaljer

ISBN
9781538114070
Publisert
2019-06-12
Utgiver
Vendor
Rowman & Littlefield
Vekt
236 gr
Høyde
229 mm
Bredde
162 mm
Dybde
13 mm
AldersnivĂĽ
U, 05
SprĂĽk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
156

Forfatter
Pardun Carol J.
Barnes Beth E.
Broyles, Sheri J.

Biographical note

Carol J. Pardun is a professor in the School of Journalism and Mass Communications at the University of South Carolina. She regularly teaches the Account Planning course as well as a variety of topics courses. She is a former president of the Association of Education in Journalism and Mass Communications (AEJMC). Pardun is the author of Advertising & Society: An Introduction. Beth E. Barnes is a professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky. She also heads the international studies program for the college and represents it on the university’s International Advisory Council. Barnes is a former president of the Association of Schools of Journalism and Mass Communications (ASJMC). Sheri J. Broyles is a professor in the Mayborn School of Journalism at the University of North Texas. She has taught Principles of Advertising, Account Planning, Copywriting and Advertising Campaigns. She regularly teaches a Maymester course in New York City. She has served on the Accrediting Council on Education in Journalism and Mass Communications and regularly serves on accrediting site teams.

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