JOUR 331 Lecture Notes - Lecture 7: Verizon Wireless, Strategic Planning
Document Summary
It"s about delivering clarity. account planner- makes sure content is relevant to consumers, navigate direction of campaign. It"s a destination you want to get to there might be more than one way to get there. Tons of ways to reach the same objective, but need to find the shortcut to meet deadline. 15 second tv commercials, 2 seconds to flip through magazine, 5 seconds before they can skip ads on youtube. Throwing too many ideas at people will accomplish nothing. They can"t grasp them all at once. ex. too many words on a powerpoint is ineffective focus on one thing. Insights about how the target interacts with your brand. What you want your target audience to know and feel. Creative briefs summarize the consumer and brand insights that are uncovered during the research stage. Strategic planning is the stage between fact gathering and creative execution. A road map that guides us to the direction of the advertising campaign.
