The Role of the Account PlannerLecture

The Role of the Account PlannerLecture - The Role of the...

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The Role of the Account Planner Account Planners represent the consumer in the advertising process Advertising Research Strategy Research Creative concept Research Pretesting of Ads Post testing of Ads Advertising Strategy Research Product Concept Target Selection Message Selection Media Selection What Customers Want Using marketing research, Healthtex discovered customers wanted practical clothing Target Audience Analysis - General Consumer Trends o What changes can be seen in consumer lifestyles? - Product Specific analyses o What are the characteristics of the consumers? o How do we examine these groups? Consumer Insight Research - Need to know as much as we can about the people we are trying to reach o Demographics, psychographics - Army Burnet Research We have spoken about viral advertising and how difficult it is to reach your generation. Social networking makes viral advertising one form of advertising that does reach your generation. Viral advertising usually edgy, off color, ineffective content and delivery method are are good match for
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This note was uploaded on 01/14/2012 for the course ADV 205 taught by Professor Bukovac during the Fall '08 term at Michigan State University.

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The Role of the Account PlannerLecture - The Role of the...

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