Advertising Account Planning: New Strategies in the Digital Landscape

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) modelCovers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of adsIllustrates the strategic process that culminates in developing the creative briefIncorporates interviews from industry professionals to give a sense of the actual jobIncludes assignments, discussions and additional readings

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).