Check the model essay and then read the comments. Many people believe that social networking sites such as Facebook have had a huge negative impact on both individuals and society. To what extent do you agree?
History[ edit ] Account planning is a job title that exists in most London and UK advertising agencies. Account planning gained an initial foothold in the US in the early 80s but really only evolved to become an essential function is in most mid to large sized agencies in the early 90s.
Beginning inStanley Pollitt felt that account managers were using information incompetently or inexpediently because the researcher was not involved in the campaign process. Stephen King, believing that clients deserved a better way of doing things, proposed a process of advertising development that had a little less gut feeling and a little more scientific foundation.
This process involved rigorous analysis of a brand and its position in the competitive market place. These qualifications, skills and experiences led to the launch of the new role in a Sydney agency in From the UK to the U.
Jay Chiat took notice of the new department that was being met with success over in the UK and throughout Europe. Tran, Chiat believed that account planning was crucial to creative work and he also believed, at the time, that British creative work was far better than American work.
He was also not a fan of typical market research, stating that it is "what already has been done. It has been stated that "Jay Chiat did not decide to experiment with account planning. He decided to have account planning.
Their rationale was that it would be the key to their success as well. Many creative shops added planning departments, helping propel them from boutique to agency, and picking up national accounts along the way. Tran, As ofplanning was "at a boiling point, spilling into every corner of the advertising landscape.
Their responsibility is to bring the consumer to the forefront of the process and to inspire the team to work with the consumer in mind. The planner has a point of view about the consumer and is not shy about expressing it.
This relationship with the consumer allows planners to involve their input at every stage of the process and to inform and inspire creative ideas that guide and validate the resulting campaign in the consumers interests. According to Jon Steel advertising can exist without account planning, but planners add an element of creativity to the advertising mix.
They are typically people who are interested in meeting people and talking to the consumers.
Planners want to find out what makes people tick and use that market information and research data to guide the campaign process. Planners have the ability to bridge together their understanding of the consumer and the awareness of how this knowledge will be used within their own business.
Because communication channels have presently multiplied, it is even harder, and more crucial, for communication to break through this clutter and reach the target audience. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research.
Second, they prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads.This essay delves deeply into the origins of the Vietnam War, critiques U.S.
justifications for intervention, examines the brutal conduct of the war, and discusses the . Account planning brings the consumer into the process of developing advertising.
Planning is a job function relating to the application of strategy and planning techniques to direct brands unique direction [clarification needed] across communications across advertising and marketing channels.
The Account Planner, or simply Planner, has a role to identify and empathise with the target market.
Swedish Medical Center, First Hill campus, Seattle, Courtesy Swedish Medical Center. Dr. Nils A. Johanson (), founder, Swedish Hospital, Seattle.
This essay delves deeply into the origins of the Vietnam War, critiques U.S.
justifications for intervention, examines the brutal conduct of the war, and discusses the antiwar movement, with a separate section on protest songs.
Account planning brings the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning techniques to direct brands unique direction [clarification needed] across communications across advertising and marketing channels.
The Account Planner, or simply Planner, has a . Discover California's Community Colleges Vision for Success. The Vision for Success document was developed through an extensive process of research, interviewing experts and key stakeholders, and inviting all Californians to participate in a Virtual Town Hall, which led to written submissions from approximately individuals..