COM CM 317 Lecture Notes - Lecture 10: Lip Balm, Venmo, Mintel
4 Mar 2016
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Try to figure out the strategy; grounded messages understanding people: account planning: research. Account: bring who to light; based on who, figure out what should our. Planner"s message be; and then where we can tell the message. Mission: account planner: the individual at an advertising agency primarily responsible for account planning. Represent the consumer in this process; creating an ad to nurturing a relationship between consumer and brand; large company, account planner works side-by-side with account managers; Responsible for ensuring that the ad strategy and executions are relevant to the target audience; Research about a topic; e. g. lexisnexis; mintel: primary research: Information that is collected for the first time from original sources; e. g. talk to people for information: quantitative research: Based on a large sample; why important: it is reliable; Principle: quantitative research investigates the attitudes, opinions, and behaviors of large numbers of people in order to make conclusions that can be generalized to the total population: qualitative research:
