Agency management notes of all chapters

19 October 2011

Account Planning heavily focused on consumer insight in advertising strategy development. Understanding consumer through qualitative research and consumer relationship development. It is the development of well-rounded, insightful creative strategies that lead to Effective & Relevant advertisinWhat is Account Planning?The account planner monitors the market trends and the attitude of the consumer towards the client's brand and its competitors, in order to develop effective strategies for the creative team.The account planner consumer's representative. In a nutshell the planner ensures that an understanding of consumer attitudes and reactions is brought to bear at every stage of advertising development. This means that the planner is a fully integrated member of the account team working on a continuously involved basis; bringing a consumer perspective to strategy development, creative development, pre-testing of ads and tracking of the brand's progress.