ACC 342 Lecture Notes - Lecture 10: Narrowcasting, Customer Relationship Management
What is account planning?
The voice of the consumer
Primary Driving Focus
Consumer-Product Relationship
Production Era
Keep costs down
Sales Era
Persuasion
Marketing Concept Introduction
Consumer needs, motivations, preferences
Account planner must be a:
Researcher, Planner, Thinker, Creative
Account Services
Involved with planning, set goals and objectives, media, tactical programs, costs, creative. Connects with
client.
Account Planner/Researcher
As the voice of the audience/target consumer, compiles and simplifies information and finds actionable
insights about the target that can be used in every aspect of the client's business. Avoids lumping people
together in l arge, homogenous demographic or psychographic groups. Narrowcast if possible.
Art Director
Conceptualizes art, directs and designs in all media, can plan and produce everything from TV and
collateral ads to flash animations and websites.
Broadcast Producer
find more resources at oneclass.com
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Document Summary
Involved with planning, set goals and objectives, media, tactical programs, costs, creative. As the voice of the audience/target consumer, compiles and simplifies information and finds actionable insights about the target that can be used in every aspect of the client"s business. Avoids lumping people together in l arge, homogenous demographic or psychographic groups. Conceptualizes art, directs and designs in all media, can plan and produce everything from tv and collateral ads to flash animations and websites. Produces broadcast materials for radio, tv, videos, web, aids in creating campaign presentation. Teams with art director to conceive unique, meaningful ideas. Writes headlines, body copy and script that are believable, motivating and engaging. Creates concepts, and evaluates and oversees the creative concept implementation. May be combined with copywriter or creative technologist. Chooses traditional media for best time and place to intersect with targets, budgets. Identifies stakeholders and communities and plans events with promotions that can reach the target.
