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- Account_planning abstract "Account planning' brings the consumer into the process of developing advertising.. Planning is a job function relating to the application of strategy and planning techniques to direct brands unique direction across communications across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathise with the target market and unlock insight that creates value between the consumer, the brand and the category of Product_(business) or service. The thoughts and observations are construed into a value proposition and make up a document called a Creative Brief that is used to create to inspire advertising campaigns and other marketing communications. Account planning is an advertising agency departments and works alongside client facing managers (account management), buying advertising (media), and creating advertising (creative). Around the 1980s US ad agencies introduced a new discipline from the UK called account planning which became a primary function in most US ad agencies in the 90s. 'Account planners have often been called 'the left side of a creative brain'. Their primary function is to find consumer truth and insight that helps the creative teams to create work that is not only entertaining and highly memorable, but that is relevant to the consumer and effective in the marketplace. Creative ideas that drive business are more typically the result of a strong collaboration between creative teams and account planners. Account planners (sometimes also called brand planners and strategic planners) use primary and secondary research to inform their strategic thinking and are ultimately responsible for the work that informs, and the penning of, the creative brief. If the creatives are closest to the idea, and the account manager is closest to the client, the account planner is closest to the consumer. The account planner is the person on an advertising team who is most likely to have spent time with consumers (for B to C) or customers (B to B), observing the consumer's path to purchase, by using research such as ethnographies, focus groups or quantitative/social studies, asking consumers how they think about and use the product or service. And in an era in which the brand is at least as important as a specific product (for instance, Nike as a brand has a place in the culture that far exceeds the particular performance characteristics of their shoes), the account planner is responsible for understanding the place of the brand in the consumer's mind. This is not just a simple research function - planning truly begins when research ends - and account planners stay engaged in the campaign process from the initial client briefing and throughout the advertising cycle. Rather than offering research insights to others at a single point in time, they use research to continue to provide insights within the campaign process and most importantly these days, help to track advertising effectiveness. Whereas previously, account planners focused on the use of traditional primary research tools, digital/social networks have given them the ability to listen to and interact with consumers in new ways, and to work more closely with channel or media planners throughout the process closely also, to not only help plan effective advertising but also engage with consumers in the most effective ways.".
- Account_planning wikiPageExternalLink anatomy_of_an_a.html.
- Account_planning wikiPageExternalLink www.apg.org.uk.
- Account_planning wikiPageExternalLink account-planning.
- Account_planning wikiPageExternalLink www.originplan.com.
- Account_planning wikiPageExternalLink www.pickofthelitter.info.
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- Account_planning wikiPageWikiLink Advertisement.
- Account_planning wikiPageWikiLink Advertising.
- Account_planning wikiPageWikiLink Boase_Massimi_Pollitt.
- Account_planning wikiPageWikiLink Brand.
- Account_planning wikiPageWikiLink Broadcast_programming.
- Account_planning wikiPageWikiLink Category:Types_of_marketing.
- Account_planning wikiPageWikiLink Chiat%5CDay.
- Account_planning wikiPageWikiLink DDB_Needham.
- Account_planning wikiPageWikiLink DDB_Worldwide.
- Account_planning wikiPageWikiLink Goodby,_Silverstein_&_Partners.
- Account_planning wikiPageWikiLink J._Walter_Thompson.
- Account_planning wikiPageWikiLink Jay_Chiat.
- Account_planning wikiPageWikiLink London.
- Account_planning wikiPageWikiLink Miami_Ad_School.
- Account_planning wikiPageWikiLink New_York.
- Account_planning wikiPageWikiLink Nike,_Inc..
- Account_planning wikiPageWikiLink Ogilvy_&_Mather.
- Account_planning wikiPageWikiLink Planning.
- Account_planning wikiPageWikiLink Product_(business).
- Account_planning wikiPageWikiLink Service_(economics).
- Account_planning wikiPageWikiLink Stanley_Pollitt.
- Account_planning wikiPageWikiLink Strategy.
- Account_planning wikiPageWikiLink Target_market.
- Account_planning wikiPageWikiLink Television_programming.
- Account_planning wikiPageWikiLinkText "Account planning".
- Account_planning wikiPageWikiLinkText "account planning".
- Account_planning wikiPageWikiLinkText "strategic planner".
- Account_planning hasPhotoCollection Account_planning.
- Account_planning wikiPageUsesTemplate Template:Citation_needed.
- Account_planning wikiPageUsesTemplate Template:Essay-like.
- Account_planning wikiPageUsesTemplate Template:Ref_improve.
- Account_planning wikiPageUsesTemplate Template:Reflist.
- Account_planning subject Category:Types_of_marketing.
- Account_planning type Article.
- Account_planning type Type.
- Account_planning type Article.
- Account_planning type Type.
- Account_planning comment "Account planning' brings the consumer into the process of developing advertising.. Planning is a job function relating to the application of strategy and planning techniques to direct brands unique direction across communications across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathise with the target market and unlock insight that creates value between the consumer, the brand and the category of Product_(business) or service.".
- Account_planning label "Account planning".
- Account_planning sameAs Strategische_Planung_(Account_Planning).
- Account_planning sameAs Planning_stratégique.
- Account_planning sameAs m.0266fkd.
- Account_planning sameAs Коммуникационная_стратегия.
- Account_planning sameAs Q2353810.
- Account_planning sameAs Q2353810.
- Account_planning wasDerivedFrom Account_planning?oldid=681646608.
- Account_planning isPrimaryTopicOf Account_planning.