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The Account Planning process - in outline

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Governing idea Match the message to the target audience Evaluate the creative Client presentation Track campaign performance for effectiveness Audience - preferred communication channel Communications strategy Key insight What's worked before? Proposition Creative briefing Media briefing Consumer profile B2B profile B2C buying behaviour B2B buying behaviour Brand touchpoints Strategic development Forecasting Trends Response analysis Brand attitude research Desk research MIS SWOT by segment Micro environmental Macro environmental Research (primary) looking for new insight Study the Client brief Target audience Review existing secondary research Data analysis Objective KPIs Segmentation analysis Match the message to the medium