.... Design/methodology/approach In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles. Findings...

... sample groups, namely advertisers, agencies, and media consumers: 100 questionnaires were mailed to advertisers, 400 to agencies and 1,000 to media consumers. The response rate by group was 10, 11.75, and 24.5 percent, respectively. Findings The findings did not substantiate the concerns...

...Helen Gabriel; Rita Kottasz; Roger Bennett Purpose To examine the extent to which “account planners” in advertising agencies use formal academic models of “how advertising works” and to identify the factors that discourage non‐users from applying academic advertising theory. Design/methodology...

...David S. Waller This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle...

...Rob Osler Account planning has established itself as a core competency of many top advertising agencies. The role of account planner is a result of advertising agencies’ recognition that effective advertising demands the influence of consumer insights, competitive intelligence, and trends analysis...

...Ian Grant; Charlotte Gilmore; Keith Crosier The account planning discipline practised in advertising agencies is a central element of a formal system for planning advertising campaigns on behalf of clients. Precise definitions are hard to find, but it is an intellectual process, to exercise quality...

... cool products, services and experiences. Account planning, with its mix of analytical and creative thinking, is uniquely placed to offer a framework for doing this. One such framework, based on Aristotle’s ethical theory, is discussed. © MCB UP Limited 2003 Advertising agencies Accounts...

...Will Collin Account planning grew out of a combination of the complementary roles of consumer research and media planning. Over time it has moved away from the traditional advertising agencies to media independents that act as ever more influential advisors into their clients’ marketing...

...Adrian Zambardino; John Goodfellow This paper briefly outlines the origins and development of the account planning function within advertising agencies. The transformation of the marketing communications environment during the 1990s is discussed together with the evolution of marketing theory...

... felt that the agency culture and account team attitudes were receptive to the contribution of the planner. This acceptance made it possible for him to contribute substantively to the creative advertising development process. Advertising agencies Accounts Accounts management Advertising research...

...Merry Baskin; David Pickton The purpose of this paper is to provide an overview of account planning by tracing its origins, development and role from its genesis to its current status. Account planning grew out of dissatisfaction with advertising agencies’ ability to meet the challenges they were...

...Ken Butcher; Rod McCulloch In Australia, advertising agencies have partially embraced the UK‐originated account planning philosophy. In an exploratory study, six senior account planning directors were interviewed to gain insights into account planning in Australia. It appears that the scale...

... Advertising agencies Marketing strategy “Account planning”? Now then, is that about managing balance sheets and profit‐and‐loss accounts? Or is it the discipline that sets priorities for a sales organisation’s “key account managers”? Perhaps it is something done by “account managers” in advertising...

...B. Zafer Erdogan; Stephen Tagg This study reports findings about British advertising agency managers’ response patterns to a mail survey and four follow‐up techniques (original, photocopy, postcard and letter), which were manipulated to determine their individual impact on response rate. Findings...

... relationships (although few respondents had all of the above problems at once). This report has been useful in highlighting the differences in New Zealand and Singapore agency‐client relationships. © MCB UP Limited 1999 Advertising Advertising agencies Clients Service quality This study...

...David S. Waller; Michael Jay Polonsky Considers Australian advertising agency executives’ attitudes towards “controversial” clients, by focusing on their attitudes towards political accounts. Examines a sample of 101 advertising agency executives from Australia’s 300 largest agencies to determine...

... the role which planners and researchers in advertising play in the research‐buying process and the ways in which they perceive their role. © MCB UP Limited 1983 Advertising Agencies Advertising Research Using and Buying Research by Advertising Agencies by Alison Fraser Market Behaviour Ltd...