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Calidad Revistas Científicas Españolas
VOL.
22(2)/
2009
Author / Cristina SÁNCHEZ BLANCO Profesora de Fundamentos de Comunicación Estratégica y Proyectos Publicitarios. Facultad de Comunicación. Universidad de Navarra.
Article / The origin of Account Planning: the consumer knowledge management in advertising agencies

Abstract /

Account Planning is the discipline that works to integrate the consumer research in the whole advertising process. The aim of this article is to review the main historic events in order to find out the causes of the discipline’s origin in the advertising agencies in 1968, the persons who promoted this change that has been a revolution in advertising. It is necessary to know in depth the consumers to achieve the advertising efficacy. Today it is important to study the past to understand the relevance of these ideas and its repercussion on the current agencies.

Keywords /

Account planning, Advertising agencies, Consumer, Advertising research

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