Carol J. Pardun

Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns. From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner. The second edition builds on core strategies with the newest digital opportunities, adding activities using AI tools, new student and instructor resources, and an entirely new chapter on consumer insights.

Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns. From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner. The second edition builds on core strategies with the newest digital opportunities, adding activities using AI tools, new student and instructor resources, and an entirely new chapter on consumer insights.

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.