Lecture Notes for MKTG 3504 - Advertising with Krishen at Virginia Tech (VT)

Notes Information

Material Type:Note 2
Class:MKTG 3504 - Advertising
University:Virginia Polytechnic Institute And State University
Term:Spring 2006
  • Image Advertising
  • Account Planner
  • Product Class
  • Economic Events
  • Economic Environment
  • Economic Effect
  • Added Value
  • Primary Demand
  • Competition
  • Consumer Choice
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February 6, 2006 Chapter 2 Synopsis Silent Partners: Account Planning and the New Consumer Alliance Beating back Caliban: in this section Steel talks about how the British despised advertising especially when it first aired on TV. Eventually, they began to accept it and even like it; impart do to a man named Bembach. In the 1960's he turned out ad campaigns that were creative and involved the consumer. He was big on the "big idea" He came up with the discipline of account planning. The High Priest: at BMP the high priest was the leader and influencer ofthe company, the managing director in charge of the account planners. Steel thought of account planners as pocket-protected nerd, but as Cowpe explains account planning helps ads to be distinctive and relevant. After the creative team comes up with something account planners look it and make the idea better and more distinctive. The account planner also looks at general marketing issues and analyzes data, talks to consumers directly to...

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