Account planner and consumer insight

Objectives

Research techniques

Primary and secondary data

Qualitative versus quantitative data

Research process steps

Validity/reliability
4 sources of brand messages – i.e. planned

Advertising pyramid

Positioning

Budgeting methods for advertising

First step in Advertising planning

IMC planning and levels of relationships – i.e. transactional

Situation Analysis, Objective, Strategy, Tactics

Top down and bottom up planning

Objectives
Great advertising is?

Creativity helps to?

Are you creative?

Brainstorming

Creative pyramid

Creative roles – i.e. Artist

Creative brief
Headlines and copy, subheads, body copy, close and trial close

Layout – and layout formats – i.e. circus

Principles of design and CRAP

Slogans

TV formats

Radio
Circulation

Horizontal/vertical magazines

Magazine dates and rates

Pros and cons of different print media

Special uses with magazines i.e. bleeds...

Types of newspaper advertising