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| Tekijä: | Morrison, M. Haley, E. |
| Otsikko: | The journal of account planning in U.S. agencies |
| Lehti: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 124-131 |
| Asiasana: | advertising accounts planning agencies |
| Kieli: | eng |
| Tiivistelmä: | This paper takes a look at the results of a national survey of account planners and is a part of a larger study aimed as assessing the attitudes and opinions of planners in U.S. The objective of this study is to find out how account planning is integrated into U.S. advertising agencies and in which areas of strategy planning account planners would like to be more involved. The findings show that account planning is integrated into advertising agencies with regard to strategic development and creative briefing. |
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