So here it was - an absolutely gorgeous Easter holiday and what am I doing? Sitting inside, contemplating what to write for my positioning and planning analysis. Basically I had to pick a product, brand or service and extract a positioning statement from one of its advertisements. Furthermore, I had to write thoughts on the different planning techniques that may have been used to create the advertisement. For those of you who are not familiar with advertising lingo, account planning is basically consumer research. You have to get inside the mind of the prospect and figure out why they enjoy or dislike a certain product/service. This can be done through interviews, focus groups, ethnographic studies and more.
Back when I picked advertising as a major, I considered going into account planning. Then I figured it was not really my cup of tea, and I thought about ad management. Well, my professor told us that ad management basically is account planning. Because you really have to understand certain consumer insights to ensure that your positioning of a product/service is accurate.
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I realize the first couple of blogs I wrote were me in a complaining mode. Once I get past this rush of schoolwork, I will start updating on the job situation. Updates on the informational interview coming this Thursday!
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