Director of Account Planning and Vice Chairman at Goodby, Silverstein & Partners

  . Jon Steel was the Director of Account Planning and Vice Chairman at Goodby, Silverstein & Partners, a San Francisco advertising agency. Also, he is the author of the popular and best-selling advertising book, Truth, Lies, and Advertising: The Art of Account Planning. The book profiles Steel’s work on the infamous “got milk” campaign. Review the case study at Got Milk Case Study. Discuss the role of account planning in developing this award winning project. 2. You’ve been asked to come up with a research design/plan for a new account at your agency. The account is Tai Pei frozen foods and the advertiser wants to target Millennial consumers with a new advertising campaign. Considering all the research options presented to you in the textbook and the lecture material, what would you include in your proposed research plan for this new client? 3. Look up Y&R (Young and Rubicam’s) Brand Asset Valuator model. Identify and briefly discuss the four primary factors that contribute to a brand’s overall value. BAV Model 4. Why do you typically conduct secondary research before primary research? What are the benefits of each type of research? 5. Discuss the concept of positioning, its importance in both a marketing and advertising strategy and how it affects the advertising message to consumers.