|
|
|
|
|
|
| Definition | Account
Planning is a hybrid discipline that bridges the gap between traditional
research, account management, and creative direction whereby agency people
represent the view of the consumer in order to better define and plan the
client's advertising program.
|
| Relationships | The account planner
seeks to enhance the relationships with three desinctive groups:
|
| Process | The process of account planning entails several steps: |
| Roles | An Account Planner has
the responsibility to fullfil several roles or tasks:
|
