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Author: Chris Kocek
Publisher:
ISBN: 9780989284905
Category : Advertising
Languages : en
Pages : 0
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Book Description
The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.
Author: Chris Kocek
Publisher:
ISBN: 9780989284905
Category : Advertising
Languages : en
Pages : 0
Get Book Here
Book Description
The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.
Author: Lesley Bielby
Publisher: Figure 1 Publishing
ISBN: 1773271482
Category : Business & Economics
Languages : en
Pages : 175
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Book Description
Super Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertising’s arguably most vital discipline, that has been written with the passion of someone who’s found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, full-service agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap—the customer journey. Whether it’s called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in today’s fractured markets clients need to know their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idea-led, but consumer-informed. To find that perfect balance of art and science, the successful account planner is “X-shaped”: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplines—a Super Strategist who is the fulcrum of any successful agency.
Author: Larry Kelley
Publisher: Routledge
ISBN: 1317507436
Category : Business & Economics
Languages : en
Pages : 263
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Book Description
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
Author: Anita Cassidy
Publisher: CRC Press
ISBN: 9781420048605
Category : Business & Economics
Languages : en
Pages : 302
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Book Description
Today's technological advances are directly affecting the success of business tomorrow. With recent-- and continual--improvements in technology, many organizations are finding their information systems obsolete, and are having to take a close look at their current Information Systems and answer some tough questions, including: How well are our current Information Systems applications meeting the business needs today? How well can they meet the needs of our business tomorrow? Are we obtaining true value from the investments made in Information Systems? Are we integrating the Information Systems projects that provide the most value to business? What Information Systems mission, objectives, and strategies are necessary to successfully meet the business challenges of the future? A Practical Guide to Information Systems Strategic Planning helps take the "guess work" out of evaluating current and future Information Systems, and provides the necessary tools for maximizing the investment made in new technology. This invaluable guide shows readers how to take advantage of the latest technology available in Information Systems planning, and how to develop a solid Information Systems plan that is directly linked to their business' goals. In an easy-to-follow, hands-on format, this complete reference describes a process for facilitating communication between business management and the Information Systems functions. Both Information Systems Executives and general business executives will find the information they need to develop a successful, value-added Information Systems plan. Readers will find a step-by-step approach to the process of developing an Information Systems plan that helps them gain a competitive edge well into the future.
Author: Rosemary S. Caffarella
Publisher: John Wiley & Sons
ISBN: 0470770376
Category : Education
Languages : en
Pages : 464
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Book Description
Planning Programs for Adult Learners, Third Edition covers the development of adult education programs in clear, specific detail. This popular step-by-step guide contains information on every area of program planning for adult learners, from understanding the purpose of educational programs to obtaining suitable facilities to incorporating technology appropriately. For educators and practitioners for whom planning programs is a full-time responsibility or only a part of their jobs, as well as volunteers in a variety of organizations, will find this book to be an essential tool. Grounded in a variety of program planning models, the new edition includes: new refinements to the 11-component interactive model updated exercises and examples from new settings new material on the practical application of technology discussion of instructional and program evaluation a focus on critical managerial tasks a new chapter on exploring the foundational knowledge of program planning a new section on the ethical issues related to program planning
Author: Michael Allison
Publisher: John Wiley & Sons
ISBN: 1118768140
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
The bestselling guide to nonprofit planning, with proven, practical advice Strategic Planning for Nonprofit Organizations describes a proven method for creating an effective, organized, actionable strategy, tailored to the unique needs of the nonprofit organization. Now in its third edition, this bestselling manual contains new information about the value of plans, specific guidance toward business planning, and additional information about the strategic plan document itself. Real-world case studies illustrate different planning and implementation scenarios and techniques, and the companion website offers templates, tools, and worksheets that streamline the process. The book provides expert insight, describing common misperceptions and pitfalls to avoid, helping readers craft a strategic plan that adheres to the core values of the organization. A well-honed strategic plan helps nonprofit managers set priorities, and acquire and allocate the resources necessary to achieve their goals. It also provides a framework for handling challenges, and keeps the focus on the organization's priorities. Strategic Planning for Nonprofit Organizations is an excellent source of guidance for managers at nonprofits of every size and budget, helping readers to: Identify the reasons for planning, and gather information from internal and external stakeholders Assess the current situation accurately, and agree on priorities, mission, values, and vision Prioritize goals and objectives for the plan, and develop a detailed implementation strategy Evaluate and monitor a changing environment, updating roles, goals, and parameters as needed Different organizations have different needs, processes, resources, and priorities. The one thing they have in common is the need for a no-nonsense approach to planning with practical guidance and a customizable framework. Strategic Planning for Nonprofit Organizations takes the fear out of planning, with expert guidance on the nonprofit's most vital management activity.
Author: Michael Allison
Publisher: John Wiley & Sons
ISBN: 1118039866
Category : Business & Economics
Languages : en
Pages : 436
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Book Description
Your total guide to putting a powerful management tool to work in your organization Why strategic planning? Because a well wrought strategic plan helps you set priorities and acquire and allocate the resources needed to achieve your goals. It provides a framework for analyzing and quickly adapting to future challenges. And it helps all board and staff members focus more clearly on your organization's priorities, while building commitment and promoting cooperation and innovation But to be effective, your plan will need to address the special needs of the nonprofit sector. And for more than a decade, Strategic Planning for Nonprofit Organizations has been the number-one source of guidance on all facets of strategic planning for managers at nonprofits of every size and budget. This thoroughly revised, updated, and expanded edition arms you with the expert knowledge and tools you need to develop and implement surefire strategic plans, including tested-in-the-trenches worksheets, checklists, and tables--in print and on the companion website--along with a book-length case study that lets you observe strategic planning in action. Packed with real-world insights and practical pointers, it shows you how to: Develop a clear mission, vision, and set of values Conduct SWOT analyses and program evaluations Assess client needs and determine stakeholder concerns Set priorities and develop core strategies, goals, and objectives Balance the dual bottom lines of mission and money Write and implement a solid strategic plan Develop a user-friendly annual work plan Establish planning cycles, gauge progress, and update strategies
Author: Stanley Charles Abraham
Publisher: Emerald Group Publishing
ISBN: 1780525214
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
This book is exceptional treatise on strategic planning for single-business companies that is at once academically rigorous and uncommonly practical.
Author: B. Keith Simerson
Publisher: Praeger
ISBN: 0313384800
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
In this book, an expert in business strategy shows how to create and evaluate a strategic plan and execute that plan successfully. When it comes to strategic planning, B. Keith Simerson knows from experience what works and what doesn't. Strategic Planning: A Practical Guide to Strategy Formulation and Execution weaves that knowledge into a roadmap for anyone charged with creating a strategic plan, evaluating a strategic planning process, or executing resulting strategies in an effective and efficient way. Not a one-size-fits-all solution, the book offers a menu of information and options based on a broad view of strategic planning and offers correspondingly broad applicability. The guide focuses on two major aspects of the planning process: the multitude of factors contributing to an effective strategic planning framework and the multitude of drivers and enablers of successful execution. Armed with concrete information, readers will learn to create and execute a business strategy, a personal strategic action plan, or strategies for any kind of for-profit or nonprofit organization. Specific methodologies, tools, and techniques will guide readers to successful strategy formation—and execution.
Author: Yuri Martens
Publisher: Laurence King Publishing
ISBN: 9781856696982
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Planning Office Spaces is a clear, accessible book written to help designers and their clients understand thechallenges to be faced when planning a new office. It explains what questions should be asked and shows the alternative solutions on offer and their advantages and disadvantages. Written by an expert team of authors the book is aimed at anyone involved in planning an office.
