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Matakuliah
Tahun
: U0492 Periklanan I
: 2009-2010
Account Planning
Pertemuan 11
Account Planning
Dahulu merupakan bagian dari Account Management.
Seiring dengan perkembangan dan kebutuhan akhirnya melepaskan diri
dan menjadi departemen sendiri dalam suatu perusahaan periklanan.
Disebut juga sebagai Strategic Planning/Planner
Bina Nusantara University
3
Account Planning Role
is to understand the consumer, much like an actor understands his
character in a play. By truly immersing themselves in the consumer, the
account planners can add value to a wide variety of both advertising and
business areas.
The role of advertising account planning is to assist in linking that
positioning strategy to advertising strategy and to help lead the creative
charge to convey the brand’s position properly and clearly. It all seems so
logical. Yet it is often in the creative process that things can go terribly
awry.
Bina Nusantara University
4
Account Planning vs Account Management
Traditionally, account executives are busy tending to client needs while
researchers often are primarily concerned with research techniques and
quantitative methods.
The account planner fills the gap or void in this process by synthesizing
consumer information that must be thoroughly considered in the creation
and evaluation of advertising.
Bina Nusantara University
5
Perbedaan Account Planning dengan Researcher
Keduanya sama-sama ahli dalam hal riset dan menggunakan hasil
riset dalam pekerjaan mereka.
Researcher
Account Planner
Mencari tahu tentang si
konsumen
Mengidentifikasi si konsumen
dan menggali lebih dalam
Memberikan gambaran
tentang konsumen
Tidak hanya memberikan
gambaran tentang konsumen
tapi juga apa yg konsumen
rasakan
Account Planner
The account planner should be inserting the consumer’s viewpoint all along
the path of creating advertising, rather than serving as a researcher testing
ideas after the creative work has been completed.
Bina Nusantara University
7
Bina Nusantara University
8
Terima Kasih
Bina Nusantara University
9