Flashcard (Front and Back)

Front (Question)

Describe the role of account planners

Back (Answer)

Account planners primary role is to represent the consumer in the process of planning advertising

The US agencies that have adopted account planning are performing the best work, getting the biggest accounts, and winning all the awards

Account planner is responsible for ensuring that the advertising strategy and executions are relevant to the target audience.

is responsible for injecting a wealth of information into the planning process, monitoring the creative development, and testing the finished product to determine if it has achieved its goal of communicating with the intended audience

"They need to be able to take information of all sorts, shuffle it around, and rearrange it in new patterns until something interesting emerges."

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