Dear Young Ad Student:
No matter what focus you choose to pursue, I urge you to develop skills across the different pathways. The best copywriters have to understand the basics of strategy. The best art directors and designers have to have a respect for the account management process. Media planners and buyers need to be familiar with the the brand’s PR efforts. Even a social media savant should be in tune with the research backing the campaign. Advertising is like a foreign language with many dialects. Anything you can do to be fluent will propel you forward in your career.
With that said, I wanted to share some Planning (also known as Strategy) terminology taught by the one and only Ron Taylor (Remember the 6 Segment Strategy Wheel?) These 15 terms just might save your life in all the coursework to come. And of course, your careers as well!
- Creative strategy articulation – developing message strategy based on research
- Tactic – A tool used to achieve strategy, based on previously made objectives
- Tactic Evaluation – Reviewing to see if the tactics worked
- Context – Perimeters to help determine meaning of things and ideas in people’s lives. Context determines meaning.
- Ethnography – In depth study of culture and individuals within it
- Reality – There are two: Individual reality and Shared realities. Reality is socially constructed
- Bracketing Interview – Accounts for prejudices and biases
- Auto-driving – Interview extension, added at the end of an interview to drive discussion further.
- Interview guides – 3-5 main topics that keep you on track during the interview.
- Emic – Participant language (insider terms)
- Etic – Researcher language
- Grounded Theory – forming of theory AFTER reviewing data
- Insight – Patters/Ideas gleaned from observation and behavior
- Account Planning – Also known as strategy, began in England in the 1950’s to ensure the consumer perspective is considered in the qualitative data
- What activity matters most in planning? – LISTENING!
Total Greek to you? That’s ok! Just bookmark this and remember me when you take Dr. Ronald Taylor’s Account Planning class. If you don’t get the privilege to being his student, you can still hone in on the concepts he urges us to remember as we pursue our ad careers. If you have any questions, please reach out to me! I’ll help explain the best I can (or refer you to the professors who are way smarter than I am!)
Senior Ad Student, Graduating in 7 months and 09 days.