The role of account planning in U.S. agencies

Journal of Advertising Research

Volumn 46, Issue 1, 2006, Pages 124-131

  Morrison, Margaret ^a   Haley, Eric ^a  

^a UNIVERSITY OF TENNESSEE   (United States)

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Indexed keywords

EID: 33845328464     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849906060132     Document Type: Article

References (12)

1. ATKINSON, CLAIRE. "Goodby: Advertising Account Planners Are Lost: Internal Agency Survey Finds Wide Doubt about Their Effectiveness," AdAge.com, September 9, 2003.
2. BARRY, THOMAS E., RON L. PETERSON, and W. BRADFORD TODD. "The Role of Account Planning in the Future of Advertising Agency Research." Journal of Advertising Research 27, 1 (1987): 15-21.
3. BOYKO, RICK. "The Evolution of an Idea." Presentation made at the 1999 Account Planning Conference, San Diego CA, July 1999.
4. FORTINI-CAMPBELL, LISA. Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising. Chicago, IL: The Copy Workshop, 1992, 2001 (2nd ed.).
5. HACKLEY, CHRISTOPHER E. "Account Planning: Current Agency Perspectives on an Advertising Enigma." Journal of Advertising Research 43, 2 (2003): 235-46.
6. KOVER, ARTHUR J., and STEPHEN M. GOLDBERG. "The Games Copywriters Play: Conflict, Quasi-Control, A New Proposal." Journal of Advertising Research 35, 4 (1995): 53-61.
7. MAXWELL, ANN. "What Do Account Planners Do?" Presented on "Account Planning: Add the Consumer's Voice and Stir" Panel. In Proceedings of the 1996 Conference of the American Academy of Advertising, Gary B. Wilcox, ed., University of Texas at Austin, 1996.
8. NELSON, TED, and MEGAN KENT. "The Power of Conversations." Adwcck Eastern Edition 40, 28 (1999): 3a.
9. SCHOFIELD, ALBERT. "The Role of Account Planning in the Direct-Marketing Agency." Journal of Advertising Research 30, 5 (1990): 61-66.
10. STEEL, JON. Truth, Lies and Advertising: The Art of Account Planning. New York: Wiley, 1998.
11. -. "Tests Ahead for Account Planning." Advertising Age, September 20, 1999.
12. TAGGART, LYNNE. Coordinator, Account Planning Group U.S., Phone interview, 1999.