Conference paper
Account Planning - What Role Does it Play in Advertising Effectiveness?
Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference, pp.1-6
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2006 (Brisbane, Australia, 04-Dec-2006–06-Dec-2006)
Australian and New Zealand Marketing Academy (ANZMAC)
2006
Abstract
What role does account planning play in the creation of effective advertising? Is there a trend evident in the application of the account planning process in the development of a campaign and the resultant market effectiveness of that campaign? Adopting the Advertising Federation of Australia's Advertising Effectiveness Awards 1998 to 2003 as a reference source, this paper sets out to explore the notion of account planning and those agencies employing account planning as being significantly and demonstrably involved in the development of campaigns that are judged to be effective in Australia.
Details
- Title
- Account Planning - What Role Does it Play in Advertising Effectiveness?
- Authors
- Rod McCulloch (Author) - Charles Sturt University
- Contributors
- Y Ali (Editor)M van Dessel (Editor)
- Publication details
- Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference, pp.1-6
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2006 (Brisbane, Australia, 04-Dec-2006–06-Dec-2006)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2006
- ISBN
- 1741071593
- Copyright note
- Copyright © 2006 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449632202621
- Output Type
- Conference paper
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