{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

The Role of the Account PlannerLecture

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

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern