ADV 205 Study Guide - Midterm Guide: Advertorial, Marketing Mix, Display Advertising
Document Summary
Account planner and consumer insight- account planner-the individual at an advertising agency primarily responsible for account planning. Primary role is to represent the consumer instead of thinking from the advertisers perspective. Stanley pollitt is considered by many to be the father of account planning pg. 149 . Objectives- a concise written statement of the research problem and objects should be formulated at the beginning of any research project. This statement of the problem is specific and measurable, the decision point is clear, and the questions are related and relevant. The research results should provide the information that management needs to decide on a new positioning strategy for the company. The positioning strategy facilitates the development of marketing and advertising plan that will set the company"s course for years to come. Corporate objectives- goals of the company stated in terms of profit or return on investment.
