Account Planning JOUR FALL 2020 Online Class: Recent Episodes

Dr. Carol J. Pardun

Hi, All. Welcome to Account Planning, the COVID-19 edition.

Pitching the Account.

McDonalds And P&G advertising agencies.

Why do agencies pitch accounts?

I explain how do compile your creative brief, which is due December 10 at noon.

The Idea Brief.

Barilla’s Pasta Creative Brief.

Episode 1. What is the Creative Brief?

How to do the Concept Test!

Activia’s key consumer insight.

Harnessing Insights.

Episode 3. Key Advertising Theories.

Episode 2. Implicit Memory

Episode 1. FCB Grid

Examples of Behavioral Strategies.

The Relationship Between Strategies And Objectives.

Oops. Two more qualitative methods to mention from Chapter 9.

Projective Qualitative Methos.

Focus Groups!

Red Associates and Legos

Ethnography.

Survey Questions! Ooh! Likert Statements—my favorite!

What makes a good survey?

The law of large numbers and the difficulty of getting a random sample.

TalkWalker and SocialMention

Social media monitoring vs SM listening.

Describing Project #2. The Data Mining Project.

Databases!

SWOT, SOAR, and more! Oh my!

Differences between secondary and primary research.

Positioning Approaches.

Target Audience and Target Personas.

Target Segmentation. The VALs Framework.

Marketing Math! Oh no!!!

Advertising Strategy.

Advertising objectives are S.M.A.R.T!

Brand architecture!

Where does advertising (communicating the brand) fit within marketing?

Brand Love!

Brand Equity.

Brand Personality!

Food trends!

Explaining the Secondary Research Report.

POEM and consumer “ownership.”

Ad Clutter And why it’s awesome!

Do you have these 7 characteristics of an account planner?

Four core beliefs of the account planner.

What is a planner?

In this episode, I explain the syllabus. Fun, right?

This is the first episode for Class #1. In it, I introduce myself, explain the basics of how the class will work, and introduce the category and brands we'll be researching this semester.