Gabriel, Helen; Kottasz, Rita; Bennett, Roger - In: Marketing Intelligence & Planning 24 (2006) 5, pp. 505-527
Purpose – To examine the extent to which “account planners” in advertising agencies use formal academic models of “how …/methodology/approach – Account executives in 152 full‐service and 72 creative advertising agencies in the UK completed a questionnaire concerning the … need to harmonise formal models of “how advertising works” with conceptual frameworks used by advertising agencies in …