The Practical Pocket Guide to Account Planning PDF Download
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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: 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: Steve Hoyle
Publisher: Lulu.com
ISBN: 1291453121
Category : Business & Economics
Languages : en
Pages : 200
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Book Description
Chess is often regarded as one of the most complex of games, but is child's play when compared to real Account Management and real Account Planning. This handbook explains how it is a far more complex game and will give you the tools, techniques and tips to significantly improve your performance and results in this critical area. This book is not for everyone. You will only appreciate it if: -You are engaged in complex Business-to-Business (B2B) sales -You face tough competition in your market -You want to generate more orders, revenues or margin for less effort and with lower risk, increasing your personal performance, success and take home pay -You are interested in real life tools and techniques used by the best Account Managers rather than academic theory -You want an approach which is based in the realities of today's New Norm of Selling, rather than 80's (or older) selling methods -You want to be more in control of your business, rather than your business controlling you.
Author: Jon Steel
Publisher: John Wiley & Sons
ISBN:
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.
Author: Donal Daly
Publisher: Oak Tree Press (Ireland)
ISBN: 9781781190876
Category : Business & Economics
Languages : en
Pages : 222
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Book Description
Account Planning is a strategic imperative that goes beyond traditional selling tactics. The benefits that accrue go beyond simple revenue numbers, and point to an approach that must be focused not just on greater revenue as the sole arbiter of strategy. When Account Planning is executed well, customer satisfaction increases. Customers who are more satisfied buy more from you, and do so without calling your competitors first. Customers who are served well are easier to retain, and therefore it is easier to make your revenue targets year after year.
Author: Mark Donnolo
Publisher: Association for Talent Development
ISBN: 1562867776
Category : Business & Economics
Languages : en
Pages : 201
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Book Description
Sales growth starts with planning Sales accounts are harder than ever to win, let alone keep. Globalization, cloud computing, and crowdsourcing create a marketplace where any account can be lured away by a hungry startup. And the face-time advantage? Forget it. Today's high-quality sale will likely involve six or more decision makers. That's why it's time to get strategic about how sales teams frame their approach. In Essential Account Planning, sales enablement expert Mark Donnolo blends his years of experience with expert interviews and stories to show you how planning can reliably drive revenue. His five-point framework will prepare you to address the arguments you're certain to hear against account planning, such as lack of commitment, ownership, and time. Each sales organization is unique, but most have similar challenges and succeed using common principles. And chances are, sales reps in your company already perform many of these account planning tasks, albeit on the fly or independent of others. This book's ready-to-use tools and templates will help you get everyone on the same page to deliver immediate results. In this book, you'll learn how to: Develop a consistent account plan structure. Create the habits and culture of an ongoing planning process. Navigate the politics that impede information sharing. Many salespeople believe that more selling creates more sales, but the salespeople who invest in account planning become the true sales leaders. Use Essential Account Planning to bring stability to your sales organization and start seeing the rewards of planning today!
Author: John Ratcliffe
Publisher: Routledge
ISBN: 1134483732
Category : Architecture
Languages : en
Pages : 608
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Book Description
This book is a comprehensive treatment of the twin processes of planning and development and is the only book to bring the two fields together in a single text.
Author: Jennifer Pieratt
Publisher: Corwin Press
ISBN: 1544369360
Category : Education
Languages : en
Pages : 201
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Book Description
Plan enriching Project-Based Learning experiences with ease! The book′s companion website features an updated guide to help teachers integrate technology into PBL experiences for online and blended learning instruction. Is project-planning a project in and of itself? Does project-based learning (PBL) feel more like a pipe dream than a reality in your classroom? Dr. Jennifer Pieratt, a consultant and former teacher herself, knows just where you′re coming from. Developed from the author′s experience in the trenches of project-based learning over the past decade, this book will lead you through the planning process for an authentic PBL experience in a clear and efficient way. Project-based learning has been found to develop workforce readiness, innovation, and student achievement. In this book, the keys to implementing PBL effectively are explored in a simple, easy-to-use format. In addition to thought-provoking questions for journaling, readers will find a visually accessible style featuring • #realtalk soundbites that honor the challenges to implementing PBL • Tips and resources to support the project-planning process • Planning forms to guide you through planning your projects • Key terminology and acronyms in PBL • Exercises to help you reflect and process throughout your project plans If mastering a PBL framework is on your list, prepare to cross it off with the help of this book! Foreword INDIES Book of the Year Awards Winner
Author: Jean E. Cunningham
Publisher: Jcc Press
ISBN: 9780999380109
Category : Business & Economics
Languages : en
Pages : 200
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Book Description
How management accounting evolved with Lean principles.
Author: Claudia Yamu
Publisher: Routledge
ISBN: 1351981498
Category : Architecture
Languages : en
Pages : 288
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Book Description
The Virtual and the Real in Planning and Urban Design: Perspectives, Practices and Applications explores the merging relationship between physical and virtual spaces in planning and urban design. Technological advances such as smart sensors, interactive screens, locative media and evolving computation software have impacted the ways in which people experience, explore, interact with and create these complex spaces. This book draws together a broad range of interdisciplinary researchers in areas such as architecture, urban design, spatial planning, geoinformation science, computer science and psychology to introduce the theories, models, opportunities and uncertainties involved in the interplay between virtual and physical spaces. Using a wide range of international contributors, from the UK, USA, Germany, France, Switzerland, Netherlands and Japan, it provides a framework for assessing how new technology alters our perception of physical space.
