Advertising Account Planning

Product Description

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer 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
helps students understand the job of an account planner in this contemporary moment. From data analytics to building a creative brief, this core text systematically covers the tools and skills needed to be a successful advertising account planner.
Features:

Teaches advertising as consumer engagement using the POEM (paid, owned and earned media) model
Covers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of ads
Illustrates the strategic process that culminates in developing the creative brief
Incorporates interviews from industry professionals to give a sense of the actual job
Includes assignments, discussions and additional readings

Review

“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

About the Author

Carol J. Pardun
, Ph.D., is professor in the School of Journalism and Mass Communications at the University of South Carolina. She regularly teaches the Account Planning course. Her recent research focuses on the marketing of electronic cigarettes on social media. She is a former president of the Association of Education in Journalism and Mass Communications (AEJMC). Pardun’s previous book,
Advertising & Society: An Introduction, 2
nd
edition
(2014) is published by Wiley-Blackwell.
Beth E. Barnes
, Ph.D., is professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky. She also heads up international studies programs for the college, and represents it on the university’s International Advisory Council. She is the former president of the Association of Schools of Journalism and Mass Communications (ASJMC). She is currently working with the Zambia Institute of Marketing to develop a curriculum in integrated marketing communication.
Sheri Broyles, Ph.D.,
is Professor in the advertising department at the Mayborn School of Journalism at the University of North Texas. She has taught Principles of Advertising, Account Planning, Copywriting and Advertising Campaigns. Broyles founded SWOOP, the student-managed advertising and PR agency. She also was instrumental in establishing the ad team that comp