Account Planning: What role does it play in advertising effectiveness?

Roderick McCulloch

Account Planning: What role does it play in advertising effectiveness?

Roderick McCulloch

Research output: Book chapter/Published conference paper › Conference paper › peer-review

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Abstract

What role does account planning play in the creation of effective advertising? Is there a trend evident in the application of the account planning process in the development of a campaign and the resultant market effectiveness of that campaign? Adopting the Advertising Federation of Australia's Advertising Effectiveness Awards 1998 to 2003 as a reference source, this paper sets out to explore the notion of account planning and those agencies employing account planning as being significantly and demonstrably involved in the development of campaigns that are judged to be effective in Australia.

Original language	English
Title of host publication	Advancing theory, maintaining relevance
Editors	Macpherson Elizabeth
Place of Publication	Brisbane, Australia
Publisher	Queensland University of Technology
Pages	1-6
Number of pages	6
ISBN (Electronic)	1741071593
Publication status	Published - 2006
Event	Australian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia Duration: 05 Dec 2006 → 07 Dec 2006

Conference

Conference	Australian and New Zealand Marketing Academy (ANZMAC) Conference
Country/Territory	Australia
Period	05/12/06 → 07/12/06

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Account Planning - What role does it play in advertising effectiveness?Accepted author manuscript, 39.6 KB

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title = "Account Planning: What role does it play in advertising effectiveness?",

abstract = "What role does account planning play in the creation of effective advertising? Is there a trend evident in the application of the account planning process in the development of a campaign and the resultant market effectiveness of that campaign? Adopting the Advertising Federation of Australia's Advertising Effectiveness Awards 1998 to 2003 as a reference source, this paper sets out to explore the notion of account planning and those agencies employing account planning as being significantly and demonstrably involved in the development of campaigns that are judged to be effective in Australia.",

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AB - What role does account planning play in the creation of effective advertising? Is there a trend evident in the application of the account planning process in the development of a campaign and the resultant market effectiveness of that campaign? Adopting the Advertising Federation of Australia's Advertising Effectiveness Awards 1998 to 2003 as a reference source, this paper sets out to explore the notion of account planning and those agencies employing account planning as being significantly and demonstrably involved in the development of campaigns that are judged to be effective in Australia.

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Account Planning: What role does it play in advertising effectiveness?

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