Cristina Sánchez-Blanco e-mail(Login required)

Main Article Content

Authors

Cristina Sánchez-Blanco e-mail(Login required)

Abstract

108
Account Planning is the discipline that works to integrate the consumer research in the whole advertising process. The aim of this article is to review the main historic events in order to find out the causes of the discipline’s origin in the advertising agencies in 1968, the persons who promoted this change that has been a revolution in advertising. It is necessary to know in depth the consumers to achieve the advertising efficacy. Today it is important to study the past to understand the relevance of these ideas and its repercussion on the current agencies.

Keywords

Account planning, Advertising agencies, Consumer, Advertising research

References

BARRY, Thomas E., PETERSON, Ron L. y TOOD, W. Bradford, “The role of account planning in the future of advertising agency research”, Journal of Advertising Research, February-March, 1987, pp. 15-21.

BARTLE, John, “Account planning: what does it mean and how does it affect the way in agency works?”, Admap, April, 1980, pp. 153-157.

BASKIN, Merry, “What is account planning and what do account planners do exactly?”, http:// www.apg.org.uk/about-us/what-is-planning.cfm, consultado 15-01-06.

BASKIN, Merry y PICKTON, David, “Account planning: from genesis to revelation”, Marketing Intelligence and Planning, vol. XXI, nº 7, 2003, pp. 416-424.

BENTLEY, Clyde, “The Account Planning Rep as a business coach”, http://www.jcomm.uoregon.edu/~cbentley/business_coach.html, 1998, consultado 24-01-06.

BOASE, Martin, BULLMORE, Jeremy y NEWMAN, Jane, “Planning 30 years on”, Campaign, July 10 1998, pp. 24-25.

BUTTERFIELD, Leslie, “Account planning and the client relationship”, Admap, November, 1985, pp. 566-568.

CHANNON, Charles, “Agency thinking and agencies as brands”, Admap, March, 1981, pp. 116-120.

DAVIS, Tim, “Introducing Account Planning, the practical issues”, Admap, November, 1985, pp. 569-572.

DOYLE, Peter, “Broadening the concept of account planning”, Admap, March, 1986, pp. 164- 168.

FELDWICK, Paul, “Will losing the BMP name hurt the UK agency’s positioning?”, Campaign, 42, 2003, pp. 15-17.

FELDWICK, Paul, “Introduction”, en POLLITT, Stanley, Pollitt on planning. Three papers by Stanley Pollitt, Admap Publications, London, 2000.

FORTINI-CAMPBELL, Lisa, “Connecting with consumers”, en CAYWOOD, Clarke L., The Handbook of Strategic Public Relations and Integrated Communications, Mc.Graw Hill, New York, 1997, pp. 139-149.

FORTINI-CAMPBELL, Lisa, Hitting the sweet spot: how consumer insights can inspire better marketing and advertising, The Copy Workshop, Chicago, 2001.

HERNÁNDEZ, Mariana, “Planificación Estratégica: el lado más humano de la publicidad”, 2003, http://www.masterdisseny.com/master-net/publicidad/0002.php3, consultado 13- 01-06.

JAKACKI, Bernard, IMC: An Integrated Marketing Communication Exercise, South-Western College Publishing, Cincinnati, OH, 1998.

JONES, R.W., “Are media departments out of date?” Admap, September, 1968, pp. 374-375.

JWT, Planning guide, London, March, 1974.

KING, Stephen, “Improving advertising decisions”, Admap, April, 1977, pp. 165-168.

KING, Stephen, “Inter-media decisions”, Admap, October, 1969, pp. 425-426.

KING, Stephen, “The anatomy of account planning”, Admap, November, 1989, pp. 36-40.

KING, Stephen, “The new breed for the brand”, Campaign, 16, September, 1988, pp. 48-50 LANGMAID, Roy, “A psycho-dynamic perspective on the rise of account planning”, Admap, April, 1985, pp. 236-239.

MCDONOUGH, John y EGOLF, Karen, “Account Planning”, The Advertising Age Enciclopedia of Advertising, vol. I, (A-E), Taylor and Francis Group, NY and London, 2003, pp. 6- 8.

MCDONOUGH, John y EGOLF, Karen, “Consumer Movement”, The Advertising Age Enciclopedia of Advertising, vol. I, (A-E), Taylor and Francis Group, NY and London, 2003, pp. 383-388.

MCKIE, Alex, “The role of research”, Admap, April, 1995, pp. 19-21.

MITCHELL, Dawn, “Market research: forty years on”, Admap, March, 1995, pp. 35-39.

MORRISON, Margaret, “William Bernbach”, The Advertising Age Enciclopedia of Advertising, vol. I, (A-E), Taylor & Francis Group, NY and London, 2003, pp. 165-167.

O’BARR, William, “Interview with Stephen King”, Advertising & Society Review, vol. IV, nº 3, 2003, http://muse.jhu.edu/journals/advertising_and_society_review/v004/4.3obarr.html, consultado 19-05-06.

O’MALLEY Damian, “Account Planning: an American perspective”, en PHILIP JONES, John, The advertising business: operations, creativity, media planning and integrated communications, Sage Publications, Thousand Oaks, California, 1999, pp. 41-49.

PHILIP JONES, John, “Strategy in Advertising”, en PHILIP JONES, John, The Advertising business: operations, creativity, media planning and integrated communications, Sage Publications, Thousand Oaks, California, 1999, pp. 153-164.

POLLITT, Stanley, “Learning from research in the sixties”, Admap, December, 1969, pp. 504- 523.

POLLIT, Stanley, “How I started Account Planning in agencies”, en POLLIT, Stanley, Pollitt on planning. Three papers by Stanley Pollitt, Admap Publications, London, 2001, pp. 1-9.

RAINEY, Mary Teresa, “The planning context”, en COOPER, Alan, How to plan advertising, Casell-APG, London, 1997, pp. 1-14.

RAPHAEL, Murray, “Super marketing yesterday, today and tomorrow”, Direct Marketing, July, 1994, pp. 18-21.

SARGENT, Mike, “Clients need planners as much as agencies do”, Admap, January, 1986, pp. 18-21.

SCHOFIELD, Albert, “Planning for the future”, Precision Marketing, October, 1989, pp. 28- 30.

SOLANAS, Isabel, SABATÉ, Joan, Dirección de cuentas. Gestión y planificación de cuentas en publicidad, Editorial UOC, Barcelona, 2008.

SPECK, William Arthur, Historia de Gran Bretaña, Cambrigde University Press, Cambridge, 1996.

STAVELEY, Nicholas, “Account planning. A British perspective”, en PHILIP JONES, John, The advertising business: operations, creativity, media planning and integrated communications, Sage Publications, Thousand Oaks, California, 1999, pp. 35-40.

STEAD, Tony, “Do account planners have a media role-and if so, what is it?”, Account Planning: an organisational breakthrough or disruptive empire building. Documento de trabajo de Campaing/Admap Seminar, London, 26th September 1985, pp. 1-4.

STEEL, Jon, Verdades, mentiras y publicidad. El arte de la Planificación de Cuentas, Ed. Eresma & Celeste, Madrid, 2000.

SYLVESTER, Alice, MCQUEEN, Josh, D. y MOORE, Scott, “Brand growth and ‘Phase 4 marketing’”, Admap, September, 1994, pp. 34-36.

TREASURE, John, “The origins of account planning”, Admap, March, 1985, pp. 168-171.

TWIVY, Paul, “1968-1993: the 50 most important people in advertising”, Campaign, September 17 1993, pp. 4-5 y 20-21.

WEST, Douglas, “From T-Square to T-Plan: the London office of the J. Walter Thompson advertising agency”, Business History, 2, 1987, pp. 199-217.

WICKS, Anne, “Account Planning: How far have we come in twenty years?”, Admap, November, 1985, pp. 562-565.

WOOD, J., “Planning-the myth exploded”, Campaign, November 20, 1987, pp. 57-59.

ZAJAC, Jan, “Consuming passion”, Marketing, July 13, 1989, pp. 22-23.

ZAMBARDINO, Adrian y GOODFELLOW, John, “Account planning in the new marketing and communications environment (has the Stephen King challenge been met?)”, Marketing Intelligence and Planning, vol. XXI, nº 7, 2003, pp. 425-434.

Metrics

Search GoogleScholar


Details

Article Details

Section
Articles