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
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