By Larry D. Kelley, Donald W. Jugenheimer
Concise but complete, this functional advisor covers the severe position of the account planner in advertisements. Drawing on their huge event within the box, the authors stick to the logical development of the account-planning activity from begin to end, together with knowing the buyer, defining the objective marketplace, defining the convenience, model positioning, the artistic short, and measuring luck.
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Extra info for Advertising Account Planning: A Practical Guide
Example text
It can give the advertising agency’s creative group a much deeper sense of what nerve endings can be exposed throughout the advertising creative process. It gives both the businessperson and the communicator a richer sense of not only who the consumers are, but how the particular product or service fits within the context of their lives. 36 CHAPTER 3 To summarize, understanding the consumer is the most important item for an account planner. It is your reason to exist. In understanding the consumer, you need to tackle this task from both a quantitative and a qualitative perspective.
On the other hand, how emotionally involved will you get with a can of green beans? 4 Need-based Segmentation: Cooking Spray Category Healthy Helen Weekend Gourmet Wanda Butter Betty Convenience Connie Store-based Sally never seen the Jolly Green Giant tattooed on some housewife’s arm. Actually, the thought of that is rather frightening. So the more strongly consumers are driven to satisfy their needs, the more likely they are to become emotionally involved with the brand. Consumers who are motivated to project a certain social image may be more involved with one brand than with other brands.
Now that sounds good when you are pinching pennies. 2, we have listed a series of products, goods, and services possessing unique attributes. We have listed the corresponding functional benefits. Let’s walk through the examples to see how the categories differ in terms of turning a business attribute into a consumer benefit. As we have mentioned previously, the package-goods arena is the easiest in which to discern benefits because a successful packaged-goods manufacturer is looking for consumer benefits.
