Industry WIKI

Account planning brings the consumer focus into advertising development process. The discipline and its tools and techniques help build unique directions, propositions, and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathizing with the target market and utilizing multiple types of data (primary, s

Copy testing is a specialized field of marketing research that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also referred to as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media. Research has also examined how copy testing can be incorporated into the selecti

In marketing, positioning is the mental perception of a product or brand by customers. Brand and product positioning methods include product differentiation, advertising, market segmentation, and business models such as the marketing mix.