Rowman & Littlefield Publishers
Pages: 156
•
Trim: 6⅜ x 9
978-1-5381-1406-3 • Hardback • June 2019 • $67.00 • (£52.00)
978-1-5381-1407-0 • Paperback • June 2019 • $34.00 • (£25.00)
978-1-5381-1408-7 • eBook • June 2019 • $32.00 • (£25.00)
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, 2nd 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 competes in the AAF’s National Student Advertising Competition. She is a former member of the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).
Chapter 1
What Is Account Planning?
Chapter 2
Account Planning in the Age of Ad Clutter. P.S. It’s all Ad Clutter
Chapter 3
What Is a Brand?
Chapter 4
Marketing Basics Account Planners Need to Know
Chapter 5
Who Is Your Target Audience?
Chapter 6
Secondary Research. No Matter What, Do This First!
Chapter 7
Social Media Monitoring Tools
Chapter 8
Primary Research: The Benefits and Pitfalls of Quantitative Survey Research
What is Primary Research?
Chapter 9
Primary Research. Qualitative, Consumer Style
What is qualitative research?
Chapter 10
Unwrapping Advertising Strategy by Working Backwards: A Helpful Exercise for Account Planners.
Chapter 11
Your Brand’s Best Advertising Approach
Chapter 12
Concept Testing: How to Figure Out If You’re Heading Down the Right Advertising Path
Chapter 13
Finally, Heading to the Creative Brief
Chapter 14
An Account Planner’s Job Is Never Done
"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