Question 1

You notice that an advertising agency is recruiting on your campus and that one of the job positions they are seeking to fill is "account planner." What should be included in the job description that explains an account planner's tasks?

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Question 2

Define account planning and describe the tasks involved.

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Question 3

Jana is an account planner at an advertising agency.She conducts consumer research to gain a better understanding of her clients' brands and their customers.How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

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Question 4

Identify three questions account planners can use to gain useful insights from consumer and market research.

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Question 5

Explain insight mining and why it is important.

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Question 6

What is the difference between a category sell problem and a competitive sell problem?

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Question 7

Name and describe six of the nine components of a typical communication brief.

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Question 8

Describe the relationship between the account planner and the creative team.

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Question 9

Refer to the following passage to answer the questions below.
Bob works at a major advertising agency,and his job entails understanding the meaning of the client's brand and the target audience's relationship to the brand.He must also articulate communication strategies,prepare a creative brief based on an understanding of the consumer and the brand,and finally,evaluate the effectiveness of the communication in terms of how the target reacts to it.
-What should Bob include in the creative brief that he prepares for the creative department?

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Question 10

Refer to the following passage to answer the questions below.
Bob works at a major advertising agency,and his job entails understanding the meaning of the client's brand and the target audience's relationship to the brand.He must also articulate communication strategies,prepare a creative brief based on an understanding of the consumer and the brand,and finally,evaluate the effectiveness of the communication in terms of how the target reacts to it.
-What is Bob's function called?

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