or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Business and industrial
Int. Journal of Advertising
Journal of Advertising Research
ESOMAR Conference papers
Int. Journal of Market Research
Date: newest first
Date: oldest first
Diffusion of account planning in Indian ad agencies: an organisational perspective
Padmini Patwardhan, Hemant Patwardhan and Falguni Vasavada-Oza, International Journal of Advertising, Vol. 30, No. 4, 2011, pp. 665-692
Account planning is recognised as a best practice in British and American advertising. Despite reports of its global growth, information on its use around the world is limited.
Account planning is recognised as a best practice in British and American advertising. Despite reports of its global growth, information on its use around the world is limited. This study focuses on account planning in India, a region of considerable importance to international advertisers and advertising agencies. Using a two-stage organisational innovation diffusion framework, it examines planning initiation and assimilation in the Indian ad industry. It also investigates the impact of organisational factors on its diffusion. Results from the web survey (154 respondents from 101 agencies) indicate that, while initiation is widely reported in India, planning assimilation in agency activities is limited. Size and global agency affiliation (structural variables) affect initiation; leadership commitment and agency innovativeness (managerial and cultural variables) impact both initiation and assimilation. Similarities and differences with account planning use in UK and US agencies are discussed.
The Role of Account Planning in U.S. Agencies
Margaret Morrison and Eric Haley, Journal of Advertising Research, Vol. 46, No. 1, Mar 2006, pp. 124-131
It is now accepted that account planning recognizes the complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending far beyond advertising.
It is now accepted that account planning recognizes the complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending far beyond advertising. The planning function in U.S. agencies may have progressed beyond only advertising. Jon Steel notes that planners are most useful when they go beyond advertising solutions and into broader business solutions. This article reports the results of a national survey of account planners and is part of a larger study aimed at assessing the attitudes and opinions of planners in the United States. Specifically, the study reported here focuses on the following questions: (1) How is account planning integrated into U.S. advertising agencies? (2) In which areas of strategy planning would account planners like to be more involved? In sum, the results of this study suggest that account planning is integrated up to a certain point in modern full service U.S. advertising agencies, and that planning today is highly integrated into the advertising development process. Further, most planners express high degrees of satisfaction with their involvement in molding consumer perceptions, emotional insights, and lifestyle observations into message strategy or creative briefs for mass advertising. Nevertheless, this study also highlights areas where integration of the account planning function is lacking and in need of improvement. In particular, the areas of media strategy, sales promotion, and public relations development could benefit from insights generated by account planners.
Research and corporate responsibility - supporting management decision-making
Brian Gosschalk and Jenny Dawkins, ESOMAR, Annual Congress, Cannes, September 2005
This paper describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications.
This paper describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications. It outlines the application of research in identifying priority issues, reconciling demands of different stakeholder groups, deciding appropriate initiatives, effectively communicating performance to stakeholders, and demonstrating the value that corporate responsibility brings to the business.
How divergent beliefs cause account team conflict
Chris Hackley, International Journal of Advertising, Vol. 22, No. 3, 2003, pp. 313-331
An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to the advertising development process may have a deeper basis.
An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to the advertising development process may have a deeper basis. Analysis of in-depth interviews suggested that they conceived of their respective roles in terms of implicit models of the consumer. These models were represented through particular epistemologies of consumer knowledge. The contrasting 'epistemological models' held by account team professionals were apparent in the differing stances on the role and function of consumer research in advertising development. The paper attempts to substantiate these speculative models with the dual aim of generating insight into the underlying dynamics of account teams and also of contributing to extant work on implicit theory in advertising practice.
Account planning: current agency perspectives on an advertising enigma
Christopher E. Hackley, Journal of Advertising Research, Vol. 43, No. 2, June 2003, pp. 235-245
The account planning 'philosophy' of creative advertising development has been hyped on both sides of the Atlantic for more than 30 years yet there is still little agreement on what exactly it is and what contribution it has made.
The account planning 'philosophy' of creative advertising development has been hyped on both sides of the Atlantic for more than 30 years yet there is still little agreement on what exactly it is and what contribution it has made. This article reviews current perspectives on the account planning discipline from the London and New York agencies that pioneered the discipline. Depth interviews suggested that account planning remains a powerful idea for advertising professionals and a major priority for top international agencies. The complexity and depth of feeling that surrounds the topic, however, is striking. Views range from passionate advocacy to open cynicism. This article offers an interpretation of the major issues that emerged and integrates this with research perspectives to suggest an agenda for the wider understanding and successful implementation of account planning.
A six segment message strategy wheel
Ronald E Taylor, Journal of Advertising Research, Vol. 39, No. 6, November/December 1999
This article revisits the literature bases used to build message strategy models and develops a model that is more comprehensive than previous ones.
This article revisits the literature bases used to build message strategy models and develops a model that is more comprehensive than previous ones. Tests of the model's ability to capture consumer decision-making and to generate alternative strategies are presented. Other applications include plotting competitive strategies, generating product ideas, and comparing message strategies across cultures.
Advertiser risk-orientation and the opinions and practices of advertising managers
Alan Miciak, Adrian Sargeant and Douglas West, International Journal of Advertising, Vol. 18, No. 1, 1999
This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser risk-orientation is viewed in the context of the propensity of advertising managers to engage in risk-taking.
This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser risk-orientation is viewed in the context of the propensity of advertising managers to engage in risk-taking. Findings are based on a survey of top advertisers in North America measured by advertising expenditures. The results are discussed in terms of their implications for advertising managers and advertising agencies. The findings suggest that taking an advertising risk is not something that happens in isolation. Risk-taking is inextricably linked to the confidence and outlook of companies and this has important implications for the development and the acceptability of risky creative work by agencies for clients.
Implications of changing influences on customers for transnational brand management and communications
Sheila Byfield and Linda Caller, ESOMAR, Triad 2000, New York, June 1995
We are living in times of great change, often with apparent contradiction in the way these changes are likely to affect consumers and their lives.
We are living in times of great change, often with apparent contradiction in the way these changes are likely to affect consumers and their lives. In order to positively leverage these changes in the way we manage brands and communications both within countries, and more particularly across borders, it becomes necessary to modify and expand the ways in which we view the consumers' world. Many of the traditional approaches remain valuable, but it has become necessary to add to our repertoire. 'There are three mistakes that people make when trying to imagine the future. The first is to believe that it will not be constrained by what has gone before, that it will be entirely different. The second is to believe that it will be exactly the same, that nothing ever really changes. The third, and the worst, is not to think about it at all. (Horsman and Marshall) This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends affecting consumers today, the final section offers a view on how to incorporate these changing influences in the development of strategy and the management of brands and communications across country borders.
A Simple Approach to Target Market Advertising Strategy
Abba M Krieger and Paul E Green, International Journal of Market Research, Vol. 35, No. 2, 1993
Describes the application of a simple conjoint-based model to the design of promotional strategies for attracting customers of competitive brands to one's own brand.
Describes the application of a simple conjoint-based model to the design of promotional strategies for attracting customers of competitive brands to one's own brand. Commonly-collected data on product perceptions and preferences among buyers provide the basis for this methodology. A survey on credit cards is used as an example, in which respondents rate their own brand and others on a number of attributes. Two models are then used. The aim is to see how A could best attract users of B (B could be one brand or `all others'). VULNER calculates for each attribute and each respondent whether A is perceived as better than B (scored 1) or not (scored 0). This is then compared to the B sample, A being considered superior on attributes where (say) it is at least 5% higher than B. A second model, BUNDOPT, then finds the best set of attributes on which A could be promoted to B users. The model can find not only the optimal reach bundle of attributes, but also successive maximum reach bundles once those reached by the optimum have been removed. It can be applied to weighted data (e.g. with importance weights), and shown graphically by correspondence analysis..
The Future of Advertising Agency Planners
Barry Reeve, International Journal of Market Research, Vol. 34, No. 3, 1992
This paper, first presented at the market Research society Conference 1992, looks at the history of account planning in advertising agencies, and defines its function.It examines the account planner's resources.
This paper, first presented at the market Research society Conference 1992, looks at the history of account planning in advertising agencies, and defines its function.It examines the account planner's resources. In addition to data from the client, the planner uses research provided by the agency itself, either from its own internal resources or commissioned from research agencies. The author takes issue with the perceived wisdom of planning that 'too much objectivity in advertisin research is not conducive in the early stage of creative development.' He stresses that a good planner/researcher is proactive and involved; a bad researcher/planner is reactive and uninvolved. The name is interchangeable as it is the contribution of the individual that counts.The paper concludedes with a discussion of the future role of the account planner and puts forward some suggested standards.
YOU ARE IN THE WARC INDEX:
Account planning and strategy
Communication budgets and budgeting
Communications development research
Brands and branding
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc