Aportación de los planificadores estratégicos españoles a la eficacia publicitaria

Cristina Sánchez Blanco

doi:10.4185/RLCS-65-2010-900-278-290

Authors

Cristina Sánchez Blanco University of Navarra https://orcid.org/0000-0001-6263-6520

DOI:

https://doi.org/10.4185/RLCS-65-2010-900-278-290

Keywords:

Account Planning, Advertising, Consumer, Effectiveness, Communications strategy, Media planning

Abstract

This paper aims to study the account planners’ role and its contribution to an effective advertiser’s communication. Account Planning was born in 1968 in two advertising agencies in London, due to the media and marketing context of that period. In the present circumstances, characterized by a powerful consumer and the need of an integrated communication, the account planner’s role acquire more prominence. The account planner is the consumer voice and works in order to assure that the commercial communication is focused on a depth research about the consumer and his characteristics. That’s the reason why his role has value for the advertisers because he looks after a correct brand positioning and an effective communication strategy, focused on depth consumer knowledge.

This theoretical analysis is adapted to the study of the situation of the Spanish account planners nowadays through an empirical study based on a survey done to the planners who work in Spain. Account Planning is a recent discipline in this country. The first agencies which adopted this function did it at the beginning of the 90s. However, today it has converted in a key department in commercial communication.

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Author Biography

Cristina Sánchez Blanco, University of Navarra

PhD in Communication.

Professor at the Faculty of Communication at the University of Navarra.

She teaches the subjects Fundamentals of Strategic Communications and Advertising Projects. Her research activity focuses on the discipline of Account Planning and the fundamentals of strategic communication.

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