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Advertising Account Planner

Real-Life Activities

Real-Life Decision Making

You are an advertising account executive working at an ad agency. The agency has just landed a large account promoting an airline. It is the biggest job that the agency has received thus far.

Everyone in the agency is excited about this project and they are all beginning to form their own ideas about what the ads should look like and what the message should be. However, it is up to you to try to find a meaningful message that will encourage people to fly with this airline.

As part of your job, you do research and spend time talking to the target consumer. You speak with frequent flyers, business travelers and vacationers in an effort to gain insight. This will help you build a bigger picture. You also gather statistics and add that research to the comments and feelings of the consumers you've spoken to.

Upon completing your research, you find the airline has begun to form its own point of view about what the message should be. Given your experience, you know that the airline's ideas might not be the best direction to take.

What do you do?

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