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Aportación de los planificadores estratégicos españoles a la eficacia publicitaria/The Spanish account planner's contribution to advertising effectiveness

Revista latina de comunicación social, 2010-06 (65), p.278

Copyright Laboratorio de Technologías de la Informaciò y Nuevos Análisis, LATINA, de la Universidad de La Laguna Jun 2010 ;EISSN: 1138-5820

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  • Title:
    Aportación de los planificadores estratégicos españoles a la eficacia publicitaria/The Spanish account planner's contribution to advertising effectiveness
  • Author: Blanco, Cristina Sánchez
  • Subjects: Advertisements ; Advertising ; Brand identification ; Communication ; Discourse strategies ; Empirical analysis ; King, Stephen (1947- ) ; Market positioning ; Marketing ; Planners ; Spanish language ; Studies ; Voice communication
  • Is Part Of: Revista latina de comunicación social, 2010-06 (65), p.278
  • Description: This paper aims to study the account planners' role and its contribution to an effective advertiser's communication. Account Planning was born in 1968 in two advertising agencies in London, due to the media and marketing context of that period. In the present circumstances, characterized by a powerful consumer and the need of an integrated communication, the account planner's role acquire more prominence. The account planner is the consumer voice and works in order to assure that the commercial communication is focused on a depth research about the consumer and his characteristics. That's the reason why his role has value for the advertisers because he looks after a correct brand positioning and an effective communication strategy, focused on depth consumer knowledge. This theoretical analysis is adapted to the study of the situation of the Spanish account planners nowadays through an empirical study based on a survey done to the planners who work in Spain. Account Planning is a recent discipline in this country. The first agencies which adopted this function did it at the beginning of the 90s. However, today it has converted in a key department in commercial communication. [PUBLICATION ABSTRACT]
  • Publisher: Tenerife: Laboratorio de Technologías de la Informaciò y Nuevos Análisis, LATINA, de la Universidad de La Laguna
  • Language: Spanish
  • Identifier: EISSN: 1138-5820
  • Source: Alma/SFX Local Collection
    IAMCR Open Access Journals
    ProQuest Central
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