Motorcycle and sidecars

A motorcycle (bike, cycle or motorbike) is a single-track, two-wheeled motor vehicle powered by an engine. Motorcycles vary considerably depending on the task for which they are designed, such as long distance travel, navigating congested urban traffic, cruising, sport and racing, or off-road conditions. In many parts of the world, motorcycles are among the least expensive and most widespread forms of motorised transport.

Motorcycle fuel economy benefits from the relatively small mass of the vehicle. This, of course, relates to how the motorcycle is used. One person on a small motorcycle travelling a short distance is generally very economical

A sidecar is a one-wheeled device attached to the side of a motorcycle, producing a three-wheeled vehicle. Early sidecars were removable devices that could be detached from the motorcycle. Sidecars gradually superseded forecars and trailers. The forecar comprised a two-wheeled attachment at the front of the motorcycle. The trailer was just that, pulling the passenger along behind. In neither case could rider and passenger converse easily, and early sidecars were often called 'sociable' attachments.

Even the prices of crude oil in the world market going up, with this two-wheeled motor vehicle transport with a side-car free built-in generates income as a public transport vehicle, like my byke (photo) for quite sometimes re-installed the side-car.

choose what's the best for you.

HARLEY-DAVIDSON. BMW. HONDA. SUZUKI. SINSKI. etc.

Prepare yourself for the Future.

Nowadays, if your age is 40 or older than this, it is difficult to obtain life insurance. There are many questions the company may ask . What with all the questions about your health, and about your hospitalization history, what medication you take, and also, you even have to subject yourself to a physical check-up. Most especially, when you are over 60years of age, it seems no one wants to cover your insurance needs. It will be frustrating to be turn down. All we want is to prepare for the future so that you will not be a financial burden to your love ones. But still, it is not to late to prepare our self with this matter.

• Between age 40 to 75 is the time you need life insurance the most.

It is also during this period when getting life insurance can be difficult. There are some life insurance company accepting people at this age and you should look for it, regardlessof your past and present condition.

• Look for a life and accident insurance especially designed so that those aged 40 to 75 will have a guaranteed benefit protection.
• Look for a trusted Insurance Life Plan.

Search engine marketing

Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, and paid inclusion. Other sources, including the New York Times, define SEM as the practice of buying paid search listings. Marketing structures: In 2006, North American advertisers spent US$9.4 billion on search engine marketing, a 62% increase over the prior year and a 750% increase over the 2002 year. The largest SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter. As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing

Search engine optimization

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. Usually, the earlier a site is presented in the Search Engine Results Pages (SERPS) or the higher it "ranks", the more searchers will visit that site. SEO can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines. As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indices. The initialism "SEO" can also refer to "search engine optimizers", terms adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, URLs, and shopping carts that are easy to optimize.

Paid inclusion

Paid inclusion is a search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index. Paid inclusion products are provided by most search engine companies, the most notable exception being Google. The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis. A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion, although these have had little success. More frequently, many search engines, like Yahoo!, mix paid inclusion (per-page and per-click fee) with results from web crawling. Others, like Google (and as of 2006, Ask.com), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such). Some detractors of paid inclusion allege that it causes searches to return results based more on the economic standing of the interests of a web site, and less on the relevancy of that site to end-users. Often the line between pay per click advertising and paid inclusion is debatable. Some have lobbied for any paid listings to be labeled as an advertisement, while defenders insist they are not actually ads since the webmasters do not control the content of the listing, its ranking, or even whether it is shown to any users. Another advantage of paid inclusion is that it allows site owners to specify particular schedules for crawling pages. In the general case, one has no control as to when their page will be crawled or added to a search engine index. Paid inclusion proves to be particularly useful for cases where pages are dynamically generated and frequently modified. Paid inclusion is a search engine marketing method in itself, but also a tool of search engine optimization, since experts and firms can test out different approaches to improving ranking, and see the results often within a couple of days, instead of waiting weeks or months. Knowledge gained this way can be used to optimize other web pages, without paying the search engine company.

Affiliate marketing

Affiliate marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. Affiliate marketing is also the name of the industry where a number of different types of companies and individuals are performing this form of Internet marketing, including affiliate networks, affiliate management companies, and in-house affiliate managers, specialized third party vendors, and various types of affiliates/publishers who promote the products and services of their partners. Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic search engine optimization, paid search engine marketing, e-mail marketing, and in some sense display advertising. On the other hand, affiliates sometimes use less orthodox techniques, such as publishing reviews of products or services offered by a partner. Affiliate marketing—using one website to drive traffic to another—is a form of online marketing, which is frequently overlooked by advertisers. While search engines, e-mail, and website syndication capture much of the attention of online retailers, affiliate marketing carries a much lower profile. Still, affiliates continue to play a significant role in e-retailers' marketing strategies.

Cost per action

Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement. Direct response advertisers consider CPA the optimal way to buy online advertising, as an advertiser only pays for the ad when the desired action has occurred. An action can be a product being purchased, a form being filled, etc. (The desired action to be performed is determined by the advertiser.) Google incorporated this model into Google AdSense but shut down the offering in June 2008. eBay has recently announced a similar pricing called AdContext. The CPA can be determined by different factors, depending where the online advertising inventory is being purchased.

Contextual advertising

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user. HOW IT WORKS? Contextual advertising is targeted to the specific individual visiting a website (or page within a website). A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing. The advertisements may be displayed on the webpage or as pop-up ads. For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query.

Revenue sharing

Revenue sharing has multiple, related meanings depending on context. In business, revenue sharing refers to the sharing of profits and losses among different groups. One form shares between the general partner(s) and limited partners in a limited partnership. Another form shares with a company's employees, and another between companies in a business alliance. On the Internet, revenue sharing is also known as cost per sale, and accounts for about 80% of affiliate compensation programs. E-commerce web site operators using revenue sharing pay affiliates a certain percentage of sales revenues (usually excluding tax, shipping and other 3rd party cost that the customer pays) generated by customers whom the affiliate refer via various advertising methods. United States government revenue sharing was in place from 1972-1987. Under this policy, Congress gave an annual amount of federal tax revenue to the states and their cities, counties and townships. Revenue sharing was extremely popular with state officials, but it lost federal support during the Reagan Administration. In 1987, revenue sharing was replaced with block grants in smaller amounts to reduce the federal deficit.

Web analytics

Web analytics is the study of online behaviour in order to improve it. There are two categories; off-site and on-site web analytics. Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response. Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories. The remainder of this article concerns on-site web analytics.

Social media optimazation

Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, adding a "Digg This" button, blogging and incorporating third party community functionalities like Flickr photo slides and galleries or YouTube videos. Social media optimization is related to search engine marketing, but differs in several ways, primarily the focus on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO. Social media optimization is in many ways connected as a technique to viral marketing where word of mouth is created not through friends or family but through the use of networking in social bookmarking, video and photo sharing websites. In a similar way the engagement with blogs achieves the same by sharing content through the use of RSS in the blogsphere and special blog search engines such as Technorati.

Interactive advertising

Interactive advertising is the use of interactive media to promote and influence the buying decisions of the consumer in an online and offline environment. Interactive advertising can utilize media such as the Internet, interactive television, mobile devices (WAP and SMS), as well as kiosk-based terminals. Interactive advertising affords the marketer the ability to engage the consumer in a direct and personal way, enabling a sophisticated and dimensional dialog. This personal interaction can affect a potential customer's buying decisions, particularly in an e-commerce environment. Perhaps one of the most effective implementations of interactive advertising is viral marketing. This technique uses images, text, hyperlinks, Flash animations, and multimedia, passed from user to user chain letter-style, via e-mail. A notable example of this is the Subservient Chicken, an interactive marketing campaign produced by Burger King to promote its new line of chicken sandwiches and the "Have It Your Way" campaign. Interactive advertising is also assuming other avatars, such as online directories for brands. These directories presently perform a complementary role to conventional advertising, helping viewers recall and compare brands primarily seen on television. Response is mediated usually through forms and click-to-call technologies.

E-Mail marketing software

Email Marketing Software refers to a computer application which provides the ability to send bulk email to target audiences. The intent is usually to send newsletters or promotional materials to opt-in lists of subscribers, although the software can be used to send unsolicited email. The software typically includes a database that stores contact information, campaign statistics, and message history. The interface provides features necessary to run an email campaign, such as message sending, contact entry, contact importing, and reporting. Software packages range in price from free, to about five hundred US dollars. Some companies charge a monthly fee. There are also enterprise solutions that can cost thousands of dollars a month to manage large enterprises mass marketing email campaigns.

E-Mail marketing

E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:

• sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business,
• sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately,
• adding advertisements to e-mails sent by other companies to their customers, and
• sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO).

Researchers estimate that United States firms alone spent US$400 million on e-mail marketing in 2006.[

Underwriting Spot

An underwriting spot is an announcement made on public broadcasting outlets, especially in the United States, in exchange for funding. These spots usually mention the name of the sponsor, and can resemble traditional advertising in commercial broadcasting. However, there are legal restrictions, such as a prohibition of making product claims, announcing prices, or providing an incentive to buy a product or service. In the U.S., these restrictions apply to all non-commercial educational stations, and even for non-sponsoring companies and products. Donors who contribute funding can include corporations, small businesses, philanthropic organizations, charitable trusts, and individuals. Critics argue[who?] that these spots are a corrupting influence, and introduce the same commercial biases into Public broadcasting as exist the corporate media.

Promotional Mix

The four aspects of promotional mix:

1. Sales Promotion

2. Advertising

3. Personal selling

4. Publicity/Public relations

Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: 1. contests 2. point of purchase displays 3. rebates 4. free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.

Publicity

Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. From a marketing perspective, publicity is one component of promotion. The other elements of the promotional mix are advertising, sales promotion, and personal selling. Promotion is one component of marketing. But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. Examples of this include:

• Contest
• Art exhibitions
• Event sponsorship
• Arrange a speech or talk
• Make an analysis or prediction
• Conduct a poll or survey
• Issue a report
• Take a stand on a controversial subject
• Arrange for a testimonial
• Announce an appointment
• Invent then present an award
• Stage a debate
• Organize a tour of your business or projects
• Issue a commendation

The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media. Publicity draws on several key themes including birth, love, and death. These are of particular interest because they are themes in human lives which feature heavily throughout life. In television serials several couples have emerged during crucial ratings and important publicity times, as a way to make constant headlines. Also known as a publicity stunt, the pairings may or may not be truthful.

Public Relation

Public relations (PR) is the practice of managing the flow of information between an organization and its public.1 Public Relations, regularly shortened to its acronym "PR", aims to gain an organization or an individual positive exposure to their key stakeholders, while downplaying any negative exposure and dealing with complaints skillfully. Common activities include speaking at conferences, winning industry awards, working with the press and employee communications.

Product Placement

Product placement, or embedded marketing, is a type of advertising, in which promotional advertisements placed by marketers using real commercial products and services in media, where the presence of a particular brand is the result of an economic exchange. When featuring a product is not part of an economic exchange, it is called a product plug. Product placement appears in plays, film, television series, music videos, video games and books. It became more common starting in the 1980s, but can be traced back to at least 1949. Product placement occurs with the inclusion of a brand's logo in shot, or a favorable mention or appearance of a product in shot. This is done without disclosure, and under the premise that it is a natural part of the work. Most major movie releases today contain product placements. The most common form is movie and television placements and more recently computer and video games. Recently, websites have experimented with in-site product placement as a revenue model. In early media, e.g. radio in the 1930s and 1940s and early television in the 1950s, programs were often underwritten by companies. "Soap operas" are called such because they were initially underwritten by consumer packaged goods companies such as Procter & Gamble or Unilever. Sponsorship still exists today with programs being sponsored by major vendors such as Hallmark. Incorporation of products into the actual plot of a TV show is generally called "brand integration". A recent example is HBO's Sex in the City, where the plot revolved around, among other things, Absolut Vodka, a campaign upon which one of the protagonists was working, and a billboard in Times Square, where a bottle prevented an image of the model from being pornographic. Knight Rider, a TV series featuring a talking Pontiac Trans Am, is another example of brand integration. Actual product placement, according to ERMA.org, a Hollywood product placement association falls into two categories: products or locations that are obtained from manufacturers or owners to reduce the cost of production, and products deliberately placed into productions in exchange for fees. A very early example of product placement in film occurs in the 1946 film It's a Wonderful Life by Frank Capra where a young boy with aspirations to be an explorer displays a prominent copy of National Geographic. Another is in the 1949 film Love Happy, in which Harpo Marx cavorts on a rooftop among various billboards and at one point escapes from the villains on the old Mobil logo, the "Flying Red Horse". In addition, the first film to win the Oscar for Best Picture, Wings (released in 1927), contained a plug for Hershey's. Another very early example potentially occurs in Jules Verne's Around the World in Eighty Days in which transport and shipping companies lobbied to be mentioned as it was initially published in serial form.

Personal Sales

A sale is the pinnacle activity involved in selling products or services in return for money or other compensation. It is an act of completion of a commercial activity.The "deal is closed", means the customer has consented to the proposed product or service by making full or partial payment (as in case of installments) to the seller.A sale is completed by the seller, the owner of the goods. It starts with consent (or agreement) to an acquisition or appropriation or request followed by the passing of title (property or ownership) in the item and the application and due settlement of a price, the obligation for which arises due to the seller's requirement to pass ownership, being a price the seller is happy to part with ownership of or any claim upon the item. The purchaser, though a party to the sale, does not execute the sale, only the seller does that. To be precise the sale completes prior to the payment and gives rise to the obligation of payment. If the seller completes the first two above stages (consent and passing ownership) of the sale prior to settlement of the price the sale is still valid and gives rise to an obligation to pay.

Direct Marketing

Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium. If the advertisement asks the prospect to take a specific action, for instance call a free phone number or visit a website, then the effort is considered to be direct response advertising.

Branding

A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality. The key objective is to create a relationship of trust. The brand, and "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies". In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".

Communication design

Communication design is a mixed discipline between design and information-development which is concerned with how media intermission such as printed, crafted, electronic media or presentations communicate with people. A communication design approach is not only concerned with developing the message aside from the aesthetics in media, but also with creating new media channels to ensure the message reaches the target audience. Communication design seeks to attract, inspire, create desires and motivate the people to respond to messages, with a view to making a favorable impact to the bottom line of the commissioning body, which can be either to build a brand, move sales, or for humanitarian purposes. Its process involves strategic business thinking, utilizing market research, creativity, and problem-solving. The term communication design is often used interchangeably with visual communication and more specifically graphic design, but has an alternate broader meaning that includes auditory, vocal, touch, smell and visual communication. Examples of Communication Design include: 1. information architecture 2. editing 3. typography 4. illustration 5. web design 6. animation 7. advertising 8. ambient media 9. visual identity design 10. performing arts copywriting and professional writing skills applied in the creative industries.

• Advertisement of Victoria's Secret. Advertisement is a type of communication design.(photo)

Account, Strategic Planners

Account planners, strategic planners, planners "The account planner is that member of the agency's team who is the expert, through background, training, experience, and attitudes, at working with information and getting it used - not just marketing research but all the information available to help solve a client's advertising problems." - Stanley Pollitt "Planners are involved and integrated in the creation of marketing strategy and ads. Their responsibility is to bring the consumer to the forefront of the process and to inspire the team to work with the consumer in mind. The planner has a point of view about the consumer and is not shy about expressing it." - Fortini-Campbell The ultimate goal of the planner is to work with consumers as partners in the process of developing advertising. This relationship with the consumer allows planners to involve their input at every stage of the process and to inform and inspire creative ideas that guide and validate the resulting campaign in the consumers interests. Planners are the “consumer’s representative” of the account team. According to Jon Steel advertising can exist without account planning, but planners add an element of creativity to the advertising mix. They are typically people who are interested in meeting people and talking to the consumers. Planners want to find out what makes people tick and use that market information and research data to guide the campaign process. It is the planner’s job to take all this information and funnel it down into a short idea that helps inspire and directionalize the creative department. Planners have the ability to bridge together their understanding of the consumer and the awareness of how this knowledge will be used within their own business. It is the account planners' job to understand and draw insightful conclusions not only from the consumer, but also the brand. Because communication channels have presently multiplied, it is even harder, and more crucial, for communication to break through this clutter and reach the target audience. The planner must provide "the edge" that will ensure that a client's message will do just this. (APG Group, 2001) According to Fortini-Campbell, there are five main roles that an account planner must fulfill; First, they must discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Second, they prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Third, they are involved in creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Fourth, they must present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Finally, they track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information. There are numerous characteristics that make for a good account planner. Fortini-Campbell state that a person must possess intelligence, experience, strong observational skills, and judgment. The account planning group adds that account planners must have the skills to "conceptualize and think strategically. They must also be able to argue their viewpoint coherently. Being a team player and having a strong personality are also positive attributes. Ideally, an account planner candidate will have some experience in market research, brands, advertising and communications, and people management. (APG Group, 2001). The account planner is the bridge between the business side to the creative side of a marketing campaign. On the business side, the planner works with the account manager to understand what the client is looking for and then relate that to what the consumer wants. On the creative side, the planner helps to create an expressive snapshot or a single-minded directional creative brief to lead the way to the drawing board. A good account planner is inspiring by nature, passionate for advertising and has respect for creativity. They are intuitive and curious about consumers and relationships. Planners must be educated in marketing and research techniques. Secretly planners must be little detectives looking for truth and understanding. They must also be numerate, imaginative, and creditable when it comes to translating and presenting research.

Learn the Planning Process

Planning process It is safe to say that the way planning works varies from agency to agency, and even within an agency, from planner to planner. A typical planning cycle starts with a study of the brief from the client and secondary research, meaning any research that is currently available. Then the planner must delve into the consumer and retrieve primary research that is applicable to the client brief. The planner must brief the creative on the upcoming campaign. Understanding the brand attitudes and its individual elements is important to the diagnostic research. At this point all the information must be funneled into a creative brief and presented to the creative team. It is important that the account planner rationalize the advertising and its message to the client. Once chosen or approved by the client the planner can take steps to pre-test the ads to ensure that the research, branding, message recall and ideas of the consumer are appropriately applied and at satisfactory levels. The account planner’s job never ends. Once the advertising is public the planner must constantly evaluate the campaign for effectiveness, so that changes can be made if necessary. In today's advertising field, "almost every advertising agency (and their clients) benefits from a disciplined system for devising communications/advertising/commercial strategy and enhancing its ability to produce outstanding creative solutions that will be effective in the marketplace." It is the account planner's task to act as the "consumer's conscience" and guide this process through the use of their knowledge of the consumer. Stanley Pollitt believed that the following three attributes are essential in producing effective account planning (Steel, 1998):

• 1) It means total agency management commitment to getting the advertising content right at all costs. This means creating effective advertising instead of focusing on maximizing profits or keeping the clients happy. Pollitt believed that you could only make "professional judgments about advertising content with some early indication of consumer response." He did not mean that this rule would "represent a choice between effectiveness and profits, stable client relationships, or outstanding creative work." It would represent the choice how to prioritize the three.
• 2) The agency commits the resources to allow planners to be more than temporary role players. Account planners must be given the leeway to work with the data and research that they see fit, and must not be pressured into working more, than say, an account director. If planners are stretched over too many accounts, their knowledge of the account and the consumer will suffer. The account planner and account director must form a relationship common to that of an art director and copywriter. The two roles "have a common aim," but bring forth different skills.
• 3) It means changing some of the basic ground rules. Once consumer response becomes the most important element in making final advertising judgments, it makes many of the more conventional means of judgment sound hollow. "Conventional means" representing the affection a Creative has over an idea or the prejudice of a client that challenges research evidence. Fortini-Campbell state that, because the role of account planning varies from agency to agency, it must be "constantly worked at to be done correctly."

Account Planning

List of the planning strategy.Taken from an article by George Creel which appeared in Advertising Age on September 16, 1991.

• 1) Account planning is the solution to the advertising industry's malaise. (While account planning can strengthen an agency's creative product, no one discipline can solve all of the problems of an agency.)
• 2) Account planning leads to breakthrough creative. (Account planning does provide the background and consumer research to develop creative work, but breakthrough creative is a result of a superior creative staff.)
• 3) Account Planning is the key to winning the new-business pitch. (Pitching is a "team sport" that requires all of the departments of an agency to work together.)
• 4) There is a process for account planning. (There are numerous ways to execute proper account planning; Intuitive skills, a passion for advertising, and personal involvement are all essential and are a good place to start.)
• 5) Account planning is a continuous process. (Advertising is expensive!)
• 6) Account planning is new name for research, qualitative or otherwise. (Research is only one of the tools that account planners use to discover insightful information.)
• 7) Account planning and research departments can coexist. (Each department must have a clear definition of its role and must know who is in charge of whom.)
• 8) Clients like account planning. (They LOVE it - if it is free).
• 9) Account planning is the role of the account planner. (Good solutions can come from anywhere or anyone.)
• 10) Account planning is glamorous. (It is fun as well, if you have the passion to fight for your beliefs.)
• 11) Account planners sit in the room while the ads are made. (The account planner must articulate strategy to the creative team before the ad is created.)
• 12) Good account planners are hard to find. (Account planners can come from all backgrounds and disciplines.)
• 13) The best account planners are English. (No particular culture. race, religion, sex. or national origin is better at account planning than another.)

Nice Looking Guy