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Business Learning Terms
Meaning Makers
In this exercise you have begun the work of an Account Planner. Planners and researchers like to observe people and find meaning in what they discover. The main job of the planner (sometimes referred to as, Strategic Planning) is to understand the consumers point of view in the marketplace. Which is to say: Who are they and what do they want? Unfortunately, not all agencies have research and planning departments. Smaller agencies cant afford them. They typically rely on client produced materials and outside sources for information. An industrious intern in a small agency can make themselves invaluable by showing interest and skill in area. Understanding the consumer is the key to strategic advertising.
Here is a brief list of the planners duties:
Track current trends, which may impact the development of advertising materials
Source: Professor Coal. Consumer Behavior and Advertising. evaeva. Boundless, 06 Jul. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/consumer-behavior-and-advertising-530-18077/
Source: Professor Coal. Understanding The Consumer + The Planning Process. evaeva. Boundless, 11 Aug. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/understanding-the-consumer-the-planning-process-529-18076/
Monitor direct and indirect competitors
Conduct research or engage outside vendors to produce research including: qualitative research, quantitative research, secondary research, and primary research
Develop, write, co-write creative brief
Review, approve or reject creative materials based on message effectiveness
Oversee pre- and post-testing of creative materials
Product Launch promotion
product mix in marketing
diploma in event management
promote the product