Overview
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.
Full Product Details
Author: Carol J. Pardun ,
Beth E. Barnes ,
Sheri J. Broyles
Publisher: Rowman & Littlefield
Imprint: Rowman & Littlefield
Dimensions:
Width: 16.20cm
, Height: 1.30cm
, Length: 22.90cm
Weight: 0.236kg
ISBN: 9781538114070
ISBN 10: 1538114070
Pages: 156
Publication Date: 12 June 2019
Audience:
College/higher education
,
Tertiary & Higher Education
Format: Paperback
Publisher's Status: Out of Print
Availability: Out of stock
Reviews
Good fortune is what happens when opportunity meets with planning. These words by Thomas Edison mean as much to advertisers as to inventors. While top brands often seem to spring out of nowhere, it's the account planners working behind-the-scenes who provide the launching pad. A successful advertising campaign takes research, target marketing, concept testing, the right message, and more. Authors Pardun, Barnes, and Broyles (Universities of South Carolina, Kentucky and North Texas, respectively) describe the account planner as the Voice of the Consumer. It's up to the account planner to know beyond a doubt that the brand will exactly fill the consumers' known (and unknown) needs and desires. In today's social media-driven communications landscape there are many tools for learning about consumers and to linking to them. Providing strategies for standing out from ad clutter, the authors explain how to use paid, owned and earned media (known as POEM ), build brand identity, and use research and positioning techniques. Combined together into a cohesive plan, this approach will help to ensure good fortune. Summing Up: Recommended. Upper-division undergraduates through faculty; professionals.--CHOICE
""Good fortune is what happens when opportunity meets with planning."" These words by Thomas Edison mean as much to advertisers as to inventors. While top brands often seem to spring out of nowhere, it's the account planners working behind-the-scenes who provide the launching pad. A successful advertising campaign takes research, target marketing, concept testing, the right message, and more. Authors Pardun, Barnes, and Broyles (Universities of South Carolina, Kentucky and North Texas, respectively) describe the account planner as the ""Voice of the Consumer."" It's up to the account planner to ""know beyond a doubt that the brand will exactly fill the consumers' known (and unknown) needs and desires."" In today's social media-driven communications landscape there are many tools for learning about consumers and to linking to them. Providing strategies for standing out from ""ad clutter,"" the authors explain how to use ""paid, owned and earned"" media (known as ""POEM""), build brand identity, and use research and positioning techniques. Combined together into a cohesive plan, this approach will help to ensure good fortune. Summing Up: Recommended. Upper-division undergraduates through faculty; professionals. -- ""Choice Reviews""
"""Good fortune is what happens when opportunity meets with planning."" These words by Thomas Edison mean as much to advertisers as to inventors. While top brands often seem to spring out of nowhere, it's the account planners working behind-the-scenes who provide the launching pad. A successful advertising campaign takes research, target marketing, concept testing, the right message, and more. Authors Pardun, Barnes, and Broyles (Universities of South Carolina, Kentucky and North Texas, respectively) describe the account planner as the ""Voice of the Consumer."" It's up to the account planner to ""know beyond a doubt that the brand will exactly fill the consumers' known (and unknown) needs and desires."" In today's social media-driven communications landscape there are many tools for learning about consumers and to linking to them. Providing strategies for standing out from ""ad clutter,"" the authors explain how to use ""paid, owned and earned"" media (known as ""POEM""), build brand identity, and use research and positioning techniques. Combined together into a cohesive plan, this approach will help to ensure good fortune. Summing Up: Recommended. Upper-division undergraduates through faculty; professionals."
Author Information
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.
