The Role of Account Planning in U.S. Agencies - A national survey of 345 U.S. account planners reveals that planning is well integrated into U.S. advertising agencies with regard to strategic development and creative briefing. While most planners are satisfied with their role in agencies, some wish to have more involvement in media planning, sales promotion, and public relations decisions.
Year of publication: |
2006
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Authors: | Morrison, Margaret ; Haley, Eric |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 1, p. 124-131
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