`Objectives` back		The process of account planning begins with the client and understanding what are their needs or goals, usually termed objectives. Objectives are reviewed through a marketing plan that identifies the company at corporate level usually in a situational analysis. The situational analysis consists of facts of the company's history, growth, products and services, sales volume, market share, competition, past advertising programs, past market research results and the company's strenths and weaknesses. These objectives must be specific and measureable. Advertising Account Planning objectives are determined from: `Corporate objectives.` Stated in terms of profit, (ROI)return on investments, net worth, or earnings `Marketing objectives`. Come from corporate objectives, and relate the the needs of the target markets and to specific sales goals. `Need Supplying Objectives`. Enable a firm to view its business broadly because customer needs are always changing, and a company must stay amist this change to stay continually selling.
`Research` back		After the situaton analysis and problems are defined, then informal research is done. Informal research consists of extracting information from secondary sources, information that has been researched and collected previously. Secondary informaton can also entail electronic reports and databases that store information about certain consumers and their purchases. Third the market share and the research objectives are verified. Primarily research objectives are to answer the questions: Who are our customers? Who are the customer of others in our market? What do these customers like and dislike about us and about our competitors? How are we currently perceived and what do we have to do to clarify and improve that perception? After the researach objectives are formed, then formal research begins. The bulk of the information used will be obtained through formal research that consists of: Qualitative Research Quantitaive research The researcher has to take into consideration the purpose of the study and the types of data needed before selecting an appropriate research format. `Qualitative research` is used to generate new ideas. It is used in attitude research to identify consumer's product related beliefs or attributes that they associate with particular products and services.The key data collection techniques are depth interviews and focus groups. `Quantitative research` is more objective, it seeks empirical data. Three basic designs are used in quantitative research:observation, experimentation, and survey.
`Collecting and Analyzing Data` back		After all the research is done, the data must be collected and analyzed. First individuals must verify that research has actually taken place that is show on dated records of the questionanaire and to also ensure that the recorded responses were clear, complete and legible. The moderator analyzes the responses received, with someone else supervising. Open ended responses are coded and converted into numerical codes that allows for tabulation. After tabulation, statistical tests correlate variables from the data and determine their relational characteristics. Then a research report, with an executive summary is written about the findings. The report includes tables and graphics to support the findings and copies of all surveys and questionnaires for the marketers tp review. The research report may or may not include recommendations for marketing action.
`Creating and Evaluating the Campaign`		From the research account planners are better equipped to formulate the advertising plan and the creative brief. The creative brief is then passed on to the creatives where ad executions are formed and the campaign is implemented and later evaluated for effectiveness.

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