Role of account planning in advertising
Role of Account Planner
Account Planning Process
A. ROLE OF ACCOUNT PLANNING IN ADVERTISING
The advertising agencies in to which account planning was innate were mainly for media buying businesses, making their easy and expected earnings from media commissions. The role of account planning in advertising is to deliver the grounds for motivating and sensational advertising campaigns that we see on various media platforms. It carries attention on the consumer into the progression of developing advertising. Effective account plans help to gain a more in depth understanding for client.
Account planning creating understandings that help in the progress of strategy and tactics and in assessing communications campaign. In the role of advertising, it includes targeting the right audience, as well as setting the tone and message of the campaign. There are some important roles of account planning in advertising are as follows:
- Account planning is an integral part of the advertising process.
- Account planning creates the formal brief and lay the ground work.
- Advertising account planning will organise several elements in order to fashion a brief for the creative team.
- Account planning drives the overall strategic direction for inventive campaign in advertising.
- It creates the communicative strategy for an advertising promotion.
- Account planning make an arrangement for in depth research in advertising.
- The major job is to help and explain essential consumer insights or identifying the customer through the creative process.
B. ROLE OF ACCOUNT PLANNER
An account planner is a distinctive role regularly found within an advertising agency. Account planners are critical thinkers, strategic and researcher who are more in tune with the consumer than the client. It helps to establish the estimated costs for an advertising campaign, which helps to set the projects budget and to oversee each individual client account.
An account planner represents the consumer in creative process of advertising. They establish the goals and objectives, set the tone of message and targeting audience in which the campaign should be delivered. There are some important roles of account planner in advertising it may also include. Account planners
- Evolving, handling and investigating research reports.
- Monitoring the achievement of the campaign and make necessary changes whenever it required.
- Assessing and evaluating the result of advertising campaign or promotion.
- Keeping eye on marketing trend, data and report and trying to make client campaign successful.
- Briefing the creative team and trying to create an effective proposal for their client.
- It helps to create an effective base for exciting campaign for the client.
- It provides an effective ideas, creative measures and conclusions for client.
C. ACCOUNT PLANNING PROCESS
Account planning is the process of drawing out significant information for an existing customer or new prospect in advertising. It carries focus on the consumer in to the process of emerging advertising and information related to decision making process. Account planning is about affiliating with your client instead of selling to your client. Planning is a job function connecting to the presentation of strategy and development for the customer.
Advertising planning process is the steps use in planning an advertising campaign; it may include developing the advertising budget, forming the advertising goals, choosing the suitable media, developing advertising plans or strategies, categorizing the target market, at the end need to evaluate, asses or analyse the advertising success and effectiveness.
Account planner in advertising agency that most likely to have spent time with consumers (B to C) and customers (B to B), observing the consumer’s path to purchase the product and services by using research such as qualitative, quantitative and asking consumers about their likes or dislikes of related product and services provide the company. The steps of advertising account planning process are given below.
1. Summarise client’s business approaches.
The effective advertising account planners understand their clients account. By and large, account planners examined value focused question to get the core of their client’s business objectives and strategy. It may include establishment of organization, number of employee’s, strategy, target customers and others.
2. Be acquainted with client’s crucial business creativities
The planner need to discover what client value most for developing value focused action plan. In this step, account planner creates opportunities to develop client relationship that are more planned in nature which helps to increasing client loyalty against rival component.
3. Recognize client’s existence in marketplace
Once it comes to understanding client’s relationship background account planner role might change depending on budget, product and influence. It may include the account planner is responsible for understanding the place of the brand in the consumer’s mind and background of target markets for client product and services.
4. Inspect client’s products and revenue.
Account planners stay involved in the campaign process from the preliminary customer meeting and all through the advertising cycle. It might inspect profit or loss, sales performance, current margin and others.
5. Evaluate client’s competitor’s product and services
Advertising account planners understand the risk and challenges facing by customers. The major role is move from a transactional association to planned partnership. Planners give creative edge to through an understanding of strength, weakness, opportunities and threat of markets. It helps planners to differentiate client’s product and services with their competitors.
6. Summarize the selling points and buying process for future associates
The account planners expanding the organisation and make plan for value based selling points to specific participants of client’s organization. The major focus is in this step is to understand how the selling points and buying process meet with decision makers future goals and objective. It includes selling points, buying process, evaluation criteria, decision making criteria and others.
7. Create a plan for developing connection with client
Account planner in this step first begins their relationship starting point. It is important to develop a good understanding and identify specific business needs for each one. It needs to understand current marketing trends and target markets. It also needs to develop relationship with vendors, suppliers, strategic partners and others.
8. Categorize sales chances, risks and targets
Account planners in this step need to determine the product and services of their client that will help them to attain their goals and objectives.
9. Construct an action plan
Account planner in this step need to regulate which team members will own which task, what resources will be essential to attain the task and come to an agreement upon responsibility processes.
10. Evaluate plan with clients
Account planner need to evaluate plant with their clients. It needs to engage collective role to establish timeline, process and the future steps of client.
