Jour 220 Midterm Review
What are the key traits of a successful Account Planner?
(Analytical and strategic thinker), (Adaptable, quick learner), (Strong time-management and organizational skills), (Creative and innovative problem solver)
What is Marty Neumeier's perspective on Defining a brand?
- A brand is not what a company says it is; its what the consumers say it is - Brands are built through the impressions they leave on people (not logos or slogans alone) - Effective brands have strong consumer perceptions that align with their core values
What are the emerging AI trends in Advertising?
1. AI-Driven Personalization (Create ads tailored to each personal in real-time) 2. Predictive Analytics (Predict what consumers want before they even know) 3. AI in Content Creation ( can create entire ads from writing scripts to designing visuals)
What is the Key Insight in IMC?
A unified message amplifies brand impact and consumer engagement
Evolution of Account Planning- Today
AI begins to revolutionize the industry and how consumers receive/ digest information
Evolution of Account Planning- 1960's
Account Planning begins in the UK
Evolution of Account Planning-2000's (early)
Account Planning evolves with the digital transformation
Evolution of Account Planning- 1980's
Account Planning gains popularity in the United States
Why are Account Planners important?
Act as the link between client objectives and creative solutions
What is the Proactive vs. Reactive approach to Social Media Listening?
Allows brands to be proactive by identifying emerging trends before they become significant and helps in responding appropriately to customer feedback and preventing crises.
How do we use Social Listening for Competitive Analysis?
Listening reveals gaps in competitors' strategies, offering opp. to differentiate and adjust their approach based on the competition and what their audience responds to
What is the Power of Brand Loyalty?
Loyal Customers contribute to both repeat purchases and new customer acquisition. They act as the brand ambassadors promoting the brand through word of mouth and social media. (80/20 Rule)
Brands breaking through the cluttered Marketplace
Many brands fail to develop unique voices which leads to lack of differentiation, reliance on price or convenience as deciding factors.
What is the Role of Marketing in Business Success?
Marketing connects products/ services to customer needs. Shapes advertising strategies and influences business direction. The marketing decisions drive the company's voice, tone, and objectives.
What is the difference between Social Monitoring vs. Listening?
Monitoring focuses on tracking specific mentions or engagements while listening informs strategy by offering insights beyond direct interactions
What is the difference between Owned and Earned media?
Owned is content a brand creates while Earned is organic conversations about a brand
What does the Poem model integrate?
Paid, Owned, and Earned media to create a comprehensive branding strategy which enhances reach, credibility, and engagement
What are the campaign evaluations Account Planners need?
Performance measurement against objectives and KPI's, Analyze data from various sources, ROI analysis to assess financial success, and identify areas of improvement
What are the 4 P's of Marketing? Why are they important?
Product, Price, Place, Promotion. Together they shape the overall strategy
Return on Investment (ROI)
Profit generated for every dollar spent
Why are consumer insights important?
Provide a deep understanding of customer motivations and needs
Why do we integrate owned and earned media insights?
Provides a more holistic view of brand performance and public perception
Whats the difference between Quantitative and Qualitative Data?
Qualitative Data provides insights into opinions and behaviors whole Quantitative offers numerical patterns
What are the problems with Ad waste?
Reduced Impact, target audience fatigue, insufficient ad spend
Evolution of Account Planning- 1970's
Refinement of Account Planning Practices
What is the Role of an Account Planner in Brand Evolution?
Responsible for protecting and evolving the brand's image to stay relevant with changing consumer preferences. They help shape and protect a brand's long term reputation by adjusting branding strategies as market conditions change. Help connect the brand to the consumer's needs, desires, and emotions.
Earned Media
Reviews, word of mouth
How do we inform creative strategy with Social Listening?
SL helps identify consumer interests, preferences, and pain points which guides campaign messaging and content creation. Brands can tailor creative campaign ensuring they resonate with their audience.
What is involved in Strategy Development for Account Planners?
SWOT, goal setting based on market analysis, crafting unique messaging and positioning, and develop actionable plans with targeted KPI's to track success.
How do Account Planners help maintain a brand?
Safeguarding bran integrity, reputation, and identity. Ensuring all marketing efforts align with the brand's values and long-term goals. Monitor and address potential threats to the brand's position.
What is Secondary Data in comparison to Primary Data?
Second-hand data, less reliable, no control over collection method, time and cost effective
What is the Customer Journey Mapping?
Shows the steps a consumer takes from awareness to purchase and helps brands understand where to engage customers effectively
What amplifies the consumer's role in co-creating brand identities?
Social Media
What drives Integrated Insights?
Strategic, creative, and impactful campaigns
Enduring Brand Value (Shelly Lazarus)
Strong brands retain significant value over time
Leadership (Shelly Lazarus)
Success is largely due to stakeholder involvement and the value placed on that engagement
Whats the difference in Target Market vs. Audience?
TM is the broad group of people a brands intends to reach while TA is the more focused subset
What are account planners known as?
The "Heartbeat" of an agency
What is VALS?
The Values, Attitudes, Lifestyle which helps advertisers categorize consumers based on these traits.
What are Psycho-graphics?
The lifestyle, values, interests, and attitudes of your consumer
What is the 80/20 Rule?
The majority of a brand's revenue (80%) often comes from a small group of loyal customers (20% of customers).
What is Ad clutter?
The overwhelming number of advertisements that consumers are exposed to across various media channels, leading to decreased attention and effectiveness.
How do we use Gen AI in Secondary Research?
The use of Perplexity/ChatGPT helps summarize research findings and uncover patterns in existing data but human insight is needed
What is Audience Personas?
They are based on demographics, psycho graphics, and behavioral insights to give a detailed representation of a brand's ideal consumer
What are Core Values and Why are they Important?
They shape brand behavior, decisions, and customer interactions. Lacking core values risk weakened loyalty and direction. Brands that do have Core Values differentiate a brand and build loyalty
What is the role of consumers in branding?
They shape brand meaning through experiences and perceptions. Brands Live in the minds of consumers, not just the company
How do brands use Emotional Connections?
They transform a brand from just a product into something that represents personal values which foster deep loyalty, turning customers into brand advocates. Becomes part of the consumer's identity.
How do we use AI-Driven Sentiment Analysis in Social Listening?
Through QUID which analyses large volumes of social media to track sentiment but struggles with human expression
What is the purpose of Social Media Listening?
Tracks consumer sentiment, trends, and conversations about a brand or industry in a more broader context
How is technology affecting Account Planners?
Transforming how campaigns are planned and executed offering new opportunities for efficiency and creativity.
Define Brand DNA (Shelly Lazarus)
What are the core elements that define your brand?
Product (4 P's of Marketing?
What you're selling (features, quality, benefits)
Place (4 P's of Marketing)
Where/ How the product is distributed (online, retail)
Paid Media
ads
What are some common KPI's?
customer acquisition, engagement, ROI, website clicks, and email opens
What is Gen AI's Role in Account Planning?
enables planners to analyze consumer behavior, generate insights, and personalize brand messaging, automate research tasks and provide predictive insights that shape brand strategy, relevancy with brands.
What is Account Planning?
focuses on diving into research to uncover key insights that drive strategy and creative ideas.
What are the Roles of KPI's in measuring Campaign Success?
help track and measure campaign sucess
How do we use AI in the Personalization of Marketing?
helps brands deliver personalized content based on consumer behavior and preferences which increases engagement by addressing individual interests.
How do we use Boolean Searches in Social Listening?
helps brands refine their data sets and enables brands to focus on specific conversations or exclude irrelevant data to establish complex social listening queries.
Evolution of Advertising in Consumer Behavior
modern consumers engage with content on demand, across multiple platforms, advertisers need to create personalized cross platform experiences across different devices, Brands need to understand consumers no longer follow a liner path to purchase.
Why do we integrate Quantitative and Qualitative Data?
offers a well-rounded understanding of market conditions and consumer preferences. This leads to better strategic decisions and more effective campaign planning
What are the specific tech. tools Account Planners are using?
predictive analysis, automation, and data management systems
Simplicity in Brand Messages
resonates deeply with the consumers and cuts through the noise, detailed research, strategic planning, and careful execution
Secondary Data
the synthesis and analysis of data previously collected by others, typically encompassing a wide range of qualitative and quantitative data sources
What are the key consumer insights?
Customer behavior, preferences and needs of customers, emotional and psychological drivers, and data-driven decisions to shape IMC Strategies
What are the Negative Aspects of AI in Research?
Data Dependency (relies on the data its trained on), Lack of Critical Thinking, Ethical Concerns (academic Integrity)
What does Shelly Lazarus say about brand value?
Define Brand DNA, Enduring Brand Valur, Digital Age, and Leadership.
What are the Key Risks if Insights Fail to Integrate?
Disjointed campaigns, inconsistent messaging across channels, missed opportunities for emotional connection with consumers
What are the positive aspects of AI in Research?
Efficiency, Insight Generation, and help boost creativity
Integrated Marketing Campaigns (IMC)
Ensures all elements of a campaign work together harmoniously and amplifies the brand message consistently across all channels.
Customer Lifetime Value (LTV)
Expected Revenue from a customer over time
What is Primary Data in comparison to Secondary Data?
First hand data, more reliable than 2nd, control over collection method
Evolution of Account Planning- 1990's
Global Reach: Account Planning becomes the new standard
Why are financial Metrics important in Brand Management?
Guides advertising investment and strategy
How can brands differentiate themselves?
Have a Unique selling proposition (USP) that make them stand out in the marketplace. It can come from innovation, sustainability, Relevancy or other brand values (Tesla)
How do we use Gen AI in Audience Identification?
Helps analyze large amounts of data to identify patterns in consumer behavior. Helps brands tailor their campaigns based on real-time data and accelerates the process of identifying audience segments and more precise consumer preferences.
How does Social Listening help brands with competition analysis?
Helps to discover undeserved market areas, audiences, geographical areas, new media opportunities, ext.
Why is SWOT analysis important for Account Planners?
Helps to identify internal and external factors that can affect a campaign, A foundational tool that allows planners to shape campaign based on realistic assessments, and ensures the strategy is aligned with market conditions and client capabilities.
What are the Key insights discovered in Secondary Research?
Helps uncover opportunities and threats through SWOT. Competitor comparisons, industry trends, and customer preferences
Price (4 P's of Marketing)
How much it costs and the pricing strategy
How does social listening help during Crisis Management?
Identifying potential issues early allows brands to address them early and helps dispel misinformation and manage brand reputation.
Demographics
Include age, gender, income, education, occupation,and other quantifiable stats. about a population
How can effectively using the POEM strategy help brands?
Increased Reach, Enhanced Credibility, Improved Engagement, Optimized ROI, and Adaptability and Real-time Feedback Loop
Integrated Marketing Communications (IMC)
Integrating all marketing channels to deliver a consistent message and ensure cohesion across advertising, PR, Digital, ext.
Why do we need to understand Target Market and Target Audience?
It is crucial for tailoring marketing efforts effectively
What do brands focus on when achieving simplicity in Brand Messages?
Key emotional or psychological drivers that connect with their audience
How do Account Planners achieve Client Communications?
Liaison between Client and Agency, Strategy translator, Feedback loop, and Relationship management
Why is secondary Research important?
Crucial for providing a foundation of existing knowledge before conducting primary research, synthesizes data from a wide range of qualitative and quantitative sources
What is the Value of a Strong Brand?
Brand will pay back over time, builds lasting brand value over quick wins, and is a valuable asset that provides stability and long-term benefits.
Digital Age (Shelly Lazarus)
Brands are crucial in today's tech-driven world
How do we combat advertising waste?
Brands must focus on creating high-quality, personalized content and a targeted well-thought-out ad strategy to break through the noise
What is the Secondary Research Flow (5 Step Process)?
Client Information Review,, New Data Collection, Integration of Data (Quan. & Qual.), Discover Key Insights through Critical Evaluation, and Theory Development (Primary Research)
Promotion (4 P's of Marketing)
Communicating the Products value to consumers
Owned Media
Company's website, social media
How do we evaluate Secondary Research?
Consider the credibility of the source, the methodology, and how the current data is.
What are the Key Responsibilities of Account Planning?
Consumer insights, Strategy Development, Campaign Evaluation, and Client communications
What are the types of insights?
Consumer, Market, Culture
Customer Acquisition Cost (CAC)
Cost of acquiring a new customer
How do we check the trustworthiness of Secondary Research?
Cross-verification of data using multiple sources
