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

Roderick McCulloch

    Research output: Book chapter/Published conference paperConference paperpeer-review

    794 Downloads (Pure)


    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 languageEnglish
    Title of host publicationAdvancing theory, maintaining relevance
    EditorsMacpherson Elizabeth
    Place of PublicationBrisbane, Australia
    PublisherQueensland University of Technology
    Number of pages6
    ISBN (Electronic)1741071593
    Publication statusPublished - 2006
    EventAustralian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Perth, Australia
    Duration: 05 Dec 200607 Dec 2006


    ConferenceAustralian and New Zealand Marketing Academy (ANZMAC) Conference


    Dive into the research topics of 'Account Planning: What role does it play in advertising effectiveness?'. Together they form a unique fingerprint.

    Cite this