Account Planning and Research
Account Planner is concerned with Advertising Strategy
Account Planner acts as Consumer Advocate
Account Planner monitors Creative Development
Account Planner is involved with Research
Account Planning a
Scanning the Marketing Environment
Fundamentals of Marketing
Instructor - Clyde Rupert
Marketing Environment is always changing
Successful Companies are always tracking:
- New Information
- New Trends
This is called Envi
The Evolution of Cheerios Advertising
Agency: Saatchi & Saatchi
Released: May 2013
Strategy: Cheerios used a nontraditional family to highlight their importance of a healthy
heart and create a strong emotional appeal through the
Choices in broadcasting: Terrestrial radio is traditional radio.
Newspapers in the future- Many newspapers and magazines have worked to gain presence
online and the future of newspaper advertisements will follow as these technologies evolve.
They are tryi
One product and multiple market segments
o Produces only a single product or service and attempts to sell it to two or more
market segments, it avoids the extra costs of developing and producing
additional versions of the produc
Account planner: the individual at an advertising for account planning.
Account planner is concerned with advertising strategy
Account planner acts as consumer advocate
Account planner is involved with research.
The need for research in marketin