廣告企劃 @ week1

What is Account Planning?

Account planning can be a job or a department, or it might be a process within an advertising agency or within a marketing group. Regardless of what it is in the organization, it should become the mindset for all those involved in the campaign.

Regardless  而不管,沒有受到影響的
:: without being affected or influenced by someone or something

Mindset  作風,想法
:: a way of thinking about things

廣告企劃(AP)可以是一件工作或成為一個部門，或一個過程在廣告代理或營銷組織裡. 但不管在什麼樣的組織，AP都將會成為這些廣告活動的核心想法.

Advertising account planner is keeping the consumer at the center of the marketing and advertising universe. It is one of the most important aspects of getting your brand ready for the growth it deserves.


Aspects of  部分,方面
:: a particular part, feature, or quality of something

廣告企劃員(AP)無論在市場還是廣告範疇都把消費者放在中心.這是對於牌子的成長和發展方面很重要.


Q: The objective of Account Planning is to make ________ as the center of the advertising and marketing process.

AP的目標是什麼?


Objective  目標
:: something that you plan to achieve, especially in business or work

a) Advertising agency
b) Consumer
c) Marketer
d) CEO of the company
e) Account Planner

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Changing the Fundamentals

Fundamentals  基本面

:: the most basic and important aspects of something

The arousal of account planning starts with two adverting agencies to see the need for someone to bridge the gap between the traditional research function (focus on research techniques and quantitative methods) and the account management (focus on satisfying client needs) function within the agency.

Arousal  覺醒
:: the moment during which someone wakes after sleeping

Bridge the gap  縮小差距
:: If you bridge the gap, you make a connection where there is a great difference.

Quantitative   量
:: relating to, measuring, or measured by the quantity of something rather than its quality.

由於...
外接洽的人員AE專注於滿足客戶需求.
傳統的調查數據部門專注於調查技術和測量方法.
廣告企劃員在數據部門和對外接洽員AE之間起到一個解釋理解的作用.


The account planner fills the gap by synthesizing consumer information that must be thoroughly considered in the creation and evaluation of advertising process.

Synthesizing    合成
:: to combine different ideas, styles, or systems into a single idea or system

Evaluation    評測
:: to think carefully about something before making a judgment about its value, importance, or quality

廣告企劃員能夠融會貫通的大量關於消費者數據資料來放在製作廣告的過程中使用.
以填補缺口.



It was the replacement of technical researchers by an elevated role for research who were better at interpreting research in a usable and pragmatic manner.

Pragmatic   務實,實用
dealing with things sensibly and realistically in a way that is based on practical rather than theoretical considerations.

這種做法替代了死板的技術性的調查,讓人們使用更加實用的方法和那個更加融會貫通的使用調查數據.


Nowadays, advertising account planning has become the fourth pillar of agency functions, along with creative, media, and account management

現在廣告企劃已經成為了廣告公司功能的第四大支柱, 其他包括創意, 媒體, 廣告對外接洽組.

重點 ::
four pillars of agency functions :

 account planning
 creative
 media
 account management


Account planning interpreting research in a usable and pragmatic manner / synthesizing consumer information

Account planning make consumer as the center of the advertising process.

廣告公司的四大支柱
廣告企劃以誰為中心?
廣告企劃起到什麼作用?


老師一直強調"Client"和"Consumer"在這裡扮演不同的角色
Client 是指想向廣告公司買廣告的Brand公司客戶.
Consumer 就真的指的是買可口可樂Brand產品的消費者.

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What does Account Planners do?

The role of an advertising account planner is to understand the consumer by identifying with and internalizing the consumer (i.e. can both tell who the consumers are and what they feel). The product of him is in the form of the creative brief which is the basis which the creative group executes the advertising messages.

Internalize  內化
:: to make attitudes or behavior part of one's nature by learning or unconscious assimilation

Execute  執行:: put (a plan, order, or course of action) into effect.

廣告企劃員的角色就是弄明白消費者真正內在的需求
由創意簡報執行所有廣告想帶出的信息


From the advertising viewpoint, the account planner should be inserting the consumer' s viewpoint along the path of creating advertising instead of serving as a researcher testing ideas after the creative work has been completed.

Instead of
:: used for saying that one person, thing, or action replaces another

Insert
:: place, fit, or push (something) into something else.

廣告企劃員需要加入消費者角度的看法,不光是提供冷冰冰的數據.


The exact role of an account planner depends upon the talents of the people and the commitment of the organization on advertising account planning.

廣告企劃員的角色很難做,做不做得好都要看Brand公司裡有多少才能的人與他們溝通的程度...

Impact of Account Planning

The advertising account planner is involved in every facet of the brand' s strategy and its reflection in marketing communications.

Reflection  反射
:: an image that you see when you look in a mirror or other shiny surface



The balancing act for effective brand positioning is to match a business objective with how consumers view the brand. E.g. NCR means National Cash Register in an advertising campaign vs NCR means National Cash Register in the consumers' mind.

產品品牌的定位和公司的目標之間的平衡


As positioning is the essence of the brand, solid account planning can help marketers to arrive at this brand essence.

Essence
:: the most important part of something, usually the part that gives it its general character

廣告企劃員決定了品牌的地位