By Larry D. Kelley, Donald W. Jugenheimer
Concise but complete, this sensible advisor covers the serious position of the account planner in ads. Drawing on their vast adventure within the box, the authors persist with the logical development of the account-planning job from begin to end, together with knowing the buyer, defining the objective marketplace, defining the convenience, model positioning, the inventive short, and measuring good fortune.
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Extra info for Advertising Account Planning: A Practical Guide
The brands named above have captured that emotional high ground. Many other brands have not. Identifying the consumer need state is paramount to developing a marketing target. It is also the key that aids the advertising copywriter and art director in crafting a compelling message that hits your target bull’s-eye. ” In the case of a business manager who is buying a number of computer servers, his overwhelming personal need is not to make a mistake. He is responsible for investing a lot of time and money.
In crafting a marketing target, it is important to be precise. This selectivity may go against the grain of the company or even brand management who may want any mom to buy their cereal. ” The answer is that in today’s overcommunicated society, you must be precise in your targeting or no one will pay attention to you. It is up to you, as the account planner, to pull the marketing target together. The marketing target is the most crucial aspect to brand positioning, advertising creative development, and media planning.
By consolidating numerous small businesses on one payroll, Administaff is able to gain a price advantage in dealing with health insurance and other employee benefits that have much greater costs than any small business could on its own. Matlock Tools sells tools only to construction workers. To provide a special service, the staff drives tool vans to job sites and sells the tools right out of the van. Cisco Systems provides the routers that help move information from one computer or server to another; their special patents make them a leader in this rapidly changing technology field.
Advertising Account Planning: A Practical Guide by Larry D. Kelley, Donald W. Jugenheimer