This website uses cookies to ensure you have the best experience. Learn more

Role Of Account Planning Essay

500 words - 2 pages

Role of Account Planning in growing a brand…
In the business of building brands and making them part of consumers lives, the role of planning becomes invincible.
To me one of the most important things that planning does is, uncovering where the brand lives in the consumers’ mind. It makes use of research tools such as ethnographies, focus groups or quantitative/social studies to ask consumers what they think about the brand, or how they use the product or service. But, planning is not just a research function; it truly begins when the research ends.
Planning takes into account various strategic frameworks, models to create brand propositions & ...view middle of the document...

It can take one outside the conventions of a category and aid generation of new ideas. From infusing creativity into the everyday brand work to helping the brand stretch across different formats, or ideation on new product developments, strategic planning can help us do a multitude of growth led activities with the brand.
Planning also works like a formalized road map that details how a brand or a particular strategy should be executed in different markets or for different TGs, over a period of time. Recommendations or creative ideas won’t work if the road map of communication is not in the right place.
Conventionally equated to advertising, I believe planning is much beyond just effective advertising. It is about engaging with consumers in the most real way. So, an important aspect of planning becomes decoding consumers’ paths to purchase. We know what works for one brand might not work for another. A digital activation can be relevant for a mobile app and some OOH activation maybe relevant for an automobile brand. Therefore, understanding consumers’ path to purchase becomes important. It helps us in identifying the most relevant touch points, channels and technology to be used for communication. An impactful communication can not only trigger the need for a particular product, but also spur entry of the brand into the consideration set, cue it to a better top of the mind or even generate purchase.
So, the role of planning spans across multitude of activities like insight mining, proposition building, brand stretching or an identification of a communication touch point. It is however important to note that, while planning plays such an important function in building the brands, most of the ideas that drive business are more typically a result of a strong collaboration between creative and planning.

Other assignments on Role Of Account Planning

Strategic Plan, Part Ii: Swott Analysis

1362 words - 6 pages . Strategic planning will also identify how employees are expected to act, the strategies needed to realize the vision, and will provide the measures of success to determine if the vision and strategies have been realized. The employee's will know what is expected of them and that they play an important role in the future success of the business. As a new business it will be affected by external factors both positively and negatively, because of these

Forms Of Strategic Decision Making Essay

2964 words - 12 pages development, which in its core should be progressive and dynamic, are leaving people to work on projects that do not take into account any possible substantial changes in the micro or macro environment, often under the influence of the planning system (Mintzberg and Quinn, 1998). In other words, some aspects of the business progress cannot be predicted nor planned and formalised strategic decision making is lacking flexibility in dynamic and uncertain

Cled 620

1125 words - 5 pages view strategic planning is 1) the church’s vision given by G-d through the manifestation of the Holy Spirit unto the Chief Apostle, 2) the vision manifested by the appointment of the Chief Apostle in the ministry of the church, and 3) how the church will carry out the ministry to fulfill the vision. Advantages Just viewing the previous considerations of what strategic planning can be used to accomplish, a scriptural account comes to memory

Ethical Issues Arising From The Intersection Of Law, Compliance & Investigations

417 words - 2 pages Act of 1987 (PL 100-235) and Computer Matching and Privacy Act which deals with securing of personal information that are stored in federal computer systems. This law is responsible for planning of security standards for protecting data against theft. Resolving Ethical issues It is the responsibility of security professionals to follow ethical codes and conducts for providing maximum security to an organization. These security professionals

Project Management In Public Sector

3603 words - 15 pages the approved budget. It consists of resource planning, cost estimating, cost budgeting and cost control. There are three processes involved with PMBOK cost management. The first process is cost estimating. There are various methods for estimating project costs. Analogous estimating utilizes similar projects or activities and makes the estimates for the current project based upon the past results. Parametric modeling involves formula that has been

Logistics Information System

2841 words - 12 pages the backbone of most firms’ supply chain information systems. Students shall fully understand the role of ERP systems, Planning systems, as well as Logistics execution systems in enhancing firm performance and competitiveness. Section III. Accessing Supply Chain Applications 1. Main contents 1) Advantages and Disadvantages of software purchase Advantages: The first is through direct ownership. The firm purchases the hardware and software

Gen 200

747 words - 3 pages Money Management Korey A. White GEN/200 November 17, 2010 Abstract Managing money by putting a certain percentage of your income in categorized accounts gives you a better understanding of where your money is going. There are three account types I have chosen for this paper. Financial Independence Account, which is for retirement. The Fun Account, which is used to reward myself for working. Then there is the Life Expenses account

Strategic Planning

4766 words - 20 pages plan be created that will have any meaning or effect. While presidents and provosts, and most deans, agreed that “top down” planning models seem to work best, they also recognized that the mission, size, age, demographic composition, programmatic emphases, culture, and “complexity” of the campus (not to mention personalities) could each play a role in the process. However, everyone agreed that budgetary links and specificity in the plans (e.g

Public Administration

1089 words - 5 pages Fayol’s principles to some extent especially using the planning portion. Politicians must implement decision making so administrators and politicians are needed; however, with organizing, controlling, coordinating and commanding politicians do not have to implement decision making because administrators can execute policy and minimize the role politicians (Naidu, S.P., 1963). References Classical School of Thought. (2011). Business


698 words - 3 pages quality of IT general controls and how this should be taken into account when auditing this or other business processes * Whether a sample of program changes should be drawn and tested for this business process * IT controls that are considered critical and the approach to be taken to evaluate their design and test their operational effectiveness.Note: The concept of critical controls is only for planning purposes and not for reporting purposes

American Culture

873 words - 4 pages 1. What does ‘planning and control’ mean to air traffic controllers? Planning – There are three elements to the planning task described in this case. The first concerns the drawing of the ‘invisible corridors’ in the sky through which the planes are channelled. Related to this is the planning of how these invisible corridors are changed to cope with different weather conditions. In effect, this is route planning, a task that is undertaken in

Similar Documents

Strategic Planning Essay

729 words - 3 pages Strategic Planning and the Nursing Process Paper Strategic planning is a common practice and important in healthcare as it provides guidelines to make a decision for organization’s role and priorities. As hospital and healthcare industry face more regulatory challenges and financial pressure, strategic planning is needed for survival of an organization. This paper will discuss the similarities and differences between the strategic planning

Life Essay

264 words - 2 pages THE |ROLE OF MONITORING & EVALUATION * Provide constant feedback on the extent to which the projects are achieving their goals. * Identify potential problems at an early stage and propose possible solutions. * Monitor the accessibility of the project to all sectors of the target population. * Monitor the efficiency with which the different components of the project are being implemented and suggest improvements

Management Planning And Ethics Essay

1240 words - 5 pages couple ethical issues that affected negative way the management planning functioned. Finally, Arthur Andersen did not consider its customers, the stakeholders, employees, and its community when senior executive prepared the management plan. The main goal was to maximize profits by bending accounting and standard procedures. The Arthur Andersen management plan did not take into account of protecting the confidence of its customers or protecting

Worksheet Essay

972 words - 4 pages University of Phoenix Material Personal Financial Planning Worksheet Directions Based on your readings and discussions in class this week, answer the following multiple choice questions. 1. The process of creating a detailed plan to meet your financial needs and prepare for the future is called personal financial planning 2. Which of the following is not one of the five major steps of the financial planning process