Account planning: applying an advertising discipline to health communication and social marketing.
As health marketers seek new models to design campaigns, the advertising discipline of account planning offers an approach that can improve campaign development. The underlying principle of account planning is to bring the consumer perspective to all phases of campaign development, primarily through qualitative formative research. Account planners design the overall communication strategy and contribute to creative development of individual executions. The creative brief, a primary tool of account planning, is especially useful in conceptualizing campaigns. This report discusses the history and approach of account planning, followed by an example of account planning in the design of a social marketing campaign.
Department of Advertising, College of Communication, The University of Texas at Austin, Austin, Texas 78712-0116, USA. mackert@mail.utexas.edu
Michael
M
Mackert
D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods / Q000592:standards; D003256:Community Participation; D005260:Female; D017144:Focus Groups; D005492:Folic Acid / Q000502:physiology; D058015:Health Communication / Q000379:methods*; D006293:Health Promotion / Q000379:methods / Q000458:organization & administration*; D006630:Hispanic or Latino; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000379:methods / Q000458:organization & administration*; D009436:Neural Tube Defects / Q000150:complications / Q000208:ethnology / Q000517:prevention & control*; D019982:Organizational Case Studies; D016742:Preconception Care; D011247:Pregnancy; D036301:Qualitative Research; D040241:Social Marketing; D055815:Young Adult
D005492:Folic Acid