4. the significance of advertising
1 drive sales and generate profit
2
publicly describe a
company’s beliefs and
attitudes
3 can promote or lead
popular culture
5. the title hasn’t always been around,
but planning principles have been
1960’s
6. account planning brought the consumer
into the process of developing ads
CREATIVE
DELIVERABLE
MEDIA PLAN
CONSUMER CLIENT
INSIGHT GOALS AND
OBJECTIVES
PRODUCTION
AND TIME
1970’s
7. the divergence of account planning
ad tweaking storytelling branding
1980’s
9. account planning today goes beyond
just consumer insights
new product development
product naming
business strategy
communication planning
competitive analysis
trend forecasting
consumer insights
focus groups
surveys
pre ad testing (copy testing)
creative inspiration and best practices
brand tracking
etc.
21. show passion for the craft
talk about advertising, pop culture,
simple human truths
22. be smart and inspiring
Discipline Culture Sipping
Organization Creative
Quantitative Qualitative
Business Sense Storytelling
23. it’s hard to come out of college and
become a assistant account planner
2009 Planning Survey Results - Heather LeFevre
(2007) (2008) (2009)
$38,067 $43,036 $46,914*
Years in 1.5 1.6 1.4
Planning
Total Years 2.7 3.3 4.9
Working
*large agency average salary
24. other avenues to prove your worth
administrative assistant
1-2 years CLIENT CREATIVE ACCOUNT MEDIA BRANDING
research brainstorms presentations software analysis
3 years+ CLIENT PLANNING BRANDING
innovation insight moderating