Advertising Account Planning

Students learn how account planners at advertising agencies, client marketingdepartments, direct marketing agencies, design consultancies, PR firms, and media independents manage the creative development process in advertising. Students learn how to gather, distill, and synthesize information about trends and social movements that might help brands succeed; and to moderate focus groups and conduct ethnographic interviews to provide clear and concise direction to make the target audience aware of the purpose-oriented nature of the creative message. Students use evidence based information to write a creative brief that inspires new ideas to help brands succeed. They learn how to work with creative people tohelp bring those ideas to life in a persuasive and professional way that breaks through the clutter of competing messages in today’s marketplace. Students learn how to use research to measure KPI metrics to measure breakthrough in today’s cluttered environment and assess the effects of messages in the marketplace.

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