Account Planners' Views on How Their Work Is and Should Be Evaluated

Does planning make perfect? How advertising practitioners in India perceive account planning

“…Morrison & Haley, 2003;Reid, King, & DeLorme, 1998;West & Ford, 2001). Potential non-response bias was checked comparing first, second, and third-wave respondents following Morrison and Haley (2003) and West and Ford (2001).…”

“…Barry et al, 1987), evaluation of work of planners (e.g. Maxwell, Wanta, Sheehan, & Bentley, 2000;Morrison & Haley, 2003), agency perspectives about research (Chong, 2006) and the planning role (e.g. Crosier et al, 2003;Hackley, 2003), its integration in US agencies (Morrison & Haley, 2006) and client perspectives on account planning (Moran, 1988).…”

“…Questions on perceptions of account planning (labeled AP beliefs) were developed for this study drawing on prior scholarship (Hackley, 2003;Morrison & Haley, 2003;. Two belief questions were based on Morrison and Haley's (2003) study of account planners in the US, and two on Hackley's (2003) interviews with agency professionals in London and New York. Seven belief statements were based on qualitative comments made by senior ad professionals in India .…”

“…In the 40 plus years since its inception in the UK, planning has become both a 'philosophy' of advertising development (Hackley, 2003) as well as a creative strategy technique that involves distilling consumer insights from research and integrating them into the creative development of advertising messages (West & Ford, 2001). A widely accepted advertising best practice in Europe and America, account planning is regarded as a critical element in the campaign development process (Morrison & Haley, 2003, 2006. As a result, full service advertising agencies as well as smaller agencies/creative boutiques in many countries (including the US) recognize its importance and utilize many of the commonly recognized functions of account planners (Account Planning Group, 2001).…”

Importancia de los ‘insights’ en el proceso estratégico y creativo de las campañas publicitarias

“…García Guardia (2009), considera que "el conocimiento del consumidor es, sin duda, el ámbito que se percibe como más importante dentro de las competencias o actividades que desarrolla o ayuda a desarrollar el planner" (p.203). Otros autores, afirman que el planner tiene la responsabilidad de que la publicidad sea relevante para los consumidores, motivadora y efectiva (Morrison y Haley, 2003;Osler, 2003).…”