Advertising Account Planning: A Practical Guide by Larry D. Kelley, Donald W. Jugenheimer

By Larry D. Kelley, Donald W. Jugenheimer

Concise but accomplished, this sensible consultant covers the severe position of the account planner in advertisements. Drawing on their broad adventure within the box, the authors stick with the logical development of the account-planning activity from begin to end, together with knowing the buyer, defining the objective industry, defining the convenience, model positioning, the inventive short, and measuring luck.

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The following is such an example, again, using Coke as the hypothetical case. ” • “Have you had any experiences while drinking a Coke? Can you tell us about those experiences? Do you recall how you felt about drinking Coke? ” This type of interviewing process may last for a half an hour or more. As it continues, the interviewer will get deeper and deeper into the psyche of the consumers’ stories and how the brand in question fits into their lives. The richness of this exercise can help management better understand the emotional underpinnings of the brand.

Researching for Motivations Delving into a consumer’s psyche is not an easy thing to do. No one wants to admit there is some deep psychological reason why they buy a certain brand or product. Most of us want to give some rational explanation for why we buy what we buy. For example, a middle-age man who buys a Jaguar sure isn’t doing it because it is a high-performance car, but it is the reason that he would tell you if you asked. How can we figure out what is 30 CHAPTER 3 the real motivation behind the purchase?

What benefits do people gain from consuming such products? 4. What benefits do people gain from consuming certain brands of those products? 5. How can storytelling uncover a firm’s or a brand’s strengths or weaknesses that might not be discovered through the use of SWOT analysis? Exercises Analyze the basic products of the largest brands of toothpaste: Crest, Colgate, Close-Up, and others. How do they differ from one another and from other competitors? How much of that differentiation is in the products themselves and how much is because of promotion factors?

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