Advertising Account Planning

Overall:

AI tools are changing daily, but at the time of publishing, the two most prominent (and reliable) are ChatGPT and Google’s Gemini. These are the two we recommend using for the AI exercises at the end of each chapter.

ChatGPT: https://chatgpt.com/

Google Gemini: https://gemini.google.com

Chapter 1:

Doom Scrolling And Its Effect On Your Mental Health. (2023, May 16). UNC Health Caldwell. https://www.caldwellmemorial.org/wellness/wellbeing-with-caldwell/doom-scrolling-and-its-effect-on-your-mental-health/

Impossible Foods: Meat made from plants. (n.d.). Retrieved April 3, 2024, from https://impossiblefoods.com/

Kaado, B. (2023, October 20). Read a book! It’s good for your career. Business News Daily. Retrieved from https://www.businessnewsdaily.com/9998-reading-helps-career.html

La Forge, T. (2024, February 12). The Top 25 Food Trends for 2024. Cozymeal. https://www.cozymeal.com/magazine/top-food-trends

Chapter 2:

Gohil, S. (2023, December 13). 10 Native Advertising Statistics You Need To Know [2024]. https://meetanshi.com/blog/native-advertising-statistics/

Sinha, S. (2023, May 24). State of IoT 2023: Number of connected IoT devices growing 16% to 16.7 billion globally. IoT Analytics. https://iot-analytics.com/number-connected-iot-devices/

Stoll, J. (2024, January 31). Netflix: Number of subscribers worldwide 2023. Statista. https://www.statista.com/statistics/250934/quarterly-number-of-netflix-streaming-subscribers-worldwide/

Stoll, J. (2024, March 8). Number of pay TV households in the U.S. 2027. Statista. https://www.statista.com/statistics/251268/number-of-pay-tv-households-in-the-us/

Stoll, J. (2024, March 13). Hulu—Statistics & facts. Statista. https://www.statista.com/topics/4262/hulu/

Stoll, J. (2024, March 21). Global number of Disney+ subscribers 2024. Statista. https://www.statista.com/statistics/1095372/disney-plus-number-of-subscribers-us/

Chapter 3:

2024 Edelman Trust Barometer. https://www.edelman.com/trust/2024/trust-barometer

Bond Brand Loyalty. (2023). The loyalty report 2023. Retrieved from https://info.bondbrandloyalty.com/loyaltyreport-2023-2-0

Brand Asset Valuator (BAV) https://www.bavgroup.com/about-bav

Brand Key’s Customer Loyalty Engagement Index: https://brandkeys.com/customer-loyalty-engagement-index/

Definition of brand (What is a brand?)—How Brands Are Built. (2018, January 1). https://howbrandsarebuilt.com/definition-of-brand/

Interbrand’s Best Global Brands. https://interbrand.com/best-brands/

Interbrand’s Best Global Brands Methodology. https://www.interbrand.com/best-brands/best-global-brands/methodology

Holloway, N. (n.d.). Salesforce BrandVoice: How USAA Drives The Highest Customer Loyalty In The Insurance Industry. Forbes. Retrieved April 8, 2024, from https://www.forbes.com/sites/salesforce/2020/12/02/how-usaa-drives-the-highest-customer-loyalty-in-the-insurance-industry/

How to retain customers in the insurance industry—Agentero: Blog. (n.d.). Retrieved April 8, 2024, from https://blog.agentero.com/post/how-to-retain-customers-in-the-insurance-industry

Lokono. (n.d.). Our story. Retrieved from https://golokono.com/pages/about-us

Lovemarks. (n.d.). About Lovemarks. Retrieved from https://www.culturehive.co.uk/wp-content/uploads/2013/11/Article-The-future-beyond-brands-JAM28-Lovemarks-2008.pdf

Taylor, D. (2017, February 3). A rare trip inside Disney’s secret animation vault. Vulture. Retrieved from http://www.vulture.com/2017/02/the-disney-vault-is-real-heres-what-its-like-inside.html

TOMS. (n.d.). Improving lives. Retrieved from https://www.toms.com/improving-lives

Chapter 4:

American Marketing Association Definition of Marketing: https://www.ama.org/the-definition-of-marketing

American Marketing Association Definition of Advertising: https://www.ama.org/topics/advertising/

General Mills 2023 annual report: https://investors.generalmills.com/financial-information/annual-reports/default.aspx

General Mills Careers: Associate marketing manager: https://careers.generalmills.com/careers

What is brand architecture? Gravity Group: https://www.gravitygroup.com/blog/what-is-brand-architecture

P&G Careers: https://www.pgcareers.com/global/en

P&G Structure and governance: https://us.pg.com/structure-and-governance/corporate-structure/

Chapter 5:

MRI Simmons (check with your university library for access): https://www.mrisimmons.com/

PRIZM ® by Claritas Zip lookup tool: https://claritas360.claritas.com/mybestsegments/#zipLookup

VALS by Strategic Business Insights: http://www.strategicbusinessinsights.com/vals

Chapter 6:

ABI Inform: https://about.proquest.com/en/products-services/abi_inform_complete/

Best Brands: https://www.interbrand.com/best-brands

Business Source Complete: https://www.ebsco.com/products/research-databases/business-source-complete

Comscore: https://www.comscore.com

Customer Loyalty Engagement Index: http://brandkeys.com/portfolio/customer-loyalty-engagement-index

Edelman Trust Barometer: https://www.edelman.com/trust/2024/trust-barometer

Experian: Connect the dots of consumer identity: https://www.experian.com/marketing-services/marketing-services.html

Google Trends: https://trends.google.com/trends/

Kantar Brand Z: https://www.kantar.com/campaigns/brandz

Most Trusted Brands: https://pro.morningconsult.com/analyst-reports/most-trusted-brands-2023

MRI-Simmons: https://www.mrisimmons.com/

Nielsen Media Data: https://www.nielsen.com/data-center/

Nielsen Media Insights: http://www.nielsen.com/us/en/insights.html

NexisUni: https://www.lexisnexis.com/en-us/professional/academic/nexis-uni.page

PR Newswire: https://www.prnewswire.com/

Reader’s Guide to Periodical Literature: https://www.ebsco.com/products/research-databases/readers-guide-periodical-literature

Statista: https://statista.com

Statista Digital market outlook: Market directory: https://www.statista.com/outlook/digital-markets/market-directory

SWOT Analysis bullets: https://bstrategyhub.com/swot-analysis-of-nike-nike-swot/

Chapter 7:

BrandMentions/Social Mention: https:// brandmentions.com/socialmention/

Facebook’s Cambridge Analytica controversy could be big trouble for the social network: article in TIME: http://time.com/5205314/facebook-cam
bridge-analytica-breach

Social Media Analytics Guide from Netbase: https://www.netbase.com/blog/what-is-social-media
-monitoring-sma-guide-part-2

Talkwalker: https://talkwalker.com

Chapter 8:

Qualtrics: https://www.qualtrics.com

MTurk: https://www.mturk.com

Panel Design by Amerispeak: https://amerispeak.norc.org
/Documents/Research/AmeriSpeak%20Technical%20Overview%202019%2002%2018.pdf

SurveyMonkey: https://www.surveymonkey.com

How teens and parents navigate screen time and device distractions. Pew Research Center: http://www.pewinternet.org/2018/08/22/how-teens-and-parents-navigate-screen-time-and-device-distractions

Chapter 9:

Evok Advertising: https://www.evokad.com

Netnography definition: https://en.wikipedia.org/wiki/Netnography

The ARF David Ogilvy Awards at Consumer Science 2018: Winners. https://thearf.org/2018-arf-david-ogilvy-awards-winners

Chapter 10:

None

Chapter 11:

None

Chapter 12:

An open letter to clients considering an ad agency review: https://adage.com/article/viewpoint/open-letter-clients-ad-agency-review-part-2/308050

Jeep ® Brand Slides Into the Big Game with ‘Electric Boogie.’ https://www.prnewswire.com/news-releases/jeep-brand-slides-into-the-big-game-with-electric-boogie-301744696.html

Nike Air Jordan Commercial: https://www.youtube.com/watch?v=6Obj5eoSpu8

Jeep 2023 Superbowl commercial: https://youtube.com/watch?v=E1UDzo3Tasg

Chapter 13:

None

Chapter 14:

Creative Brief Examples: https://www.workamajig.com/blog/creative-brief

Grey adds a question to every creative brief: How can this work reflect diversity? https://adage.com/article/agency-news/grey-partners-3-diversity-focused-creative/312924

Faris Yakob’s creative brief: https://farisyakob.typepad.com/files/a-new-brief-faris-yakob.pdf

ReD Associates: redassociates.com