Advertising Account Planning

Kelley, Larry D.; Jugenheimer, Donald W.

doi:10.4324/9781315716589

Cited by 6 publications

(3 citation statements)

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“…Pensar menos en el producto o servicio que se publicita y más en las necesidades de los consumidores, en lo que mueve, conmueve y moviliza a la gente más allá del ámbito del uso y consumo del producto se plantea como el principal reto en marketing y comunicación. En opinión de Daniel Solana [15] -fundador y presidente de la agencia DoubleYou-, "el ser humano es el canal". Además, el creador del término postpublicidad (Solana, 2010) defiende el valor de la intuición de los expertos en la búsqueda de soluciones comunicativas afines al público: "cuando tenemos demasiada información tomamos peores decisiones".…”

Section: Conclusionesunclassified

Estado de la planificación estratégica y la figura del planner en España. Los insights como concepto creativo

Castelló-Martínez

2019

MEDCOM

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Section: Conclusionesunclassified

Estado de la planificación estratégica y la figura del planner en España. Los insights como concepto creativo

Castelló-Martínez

2019

MEDCOM

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“…Account planning in this context also appears prominently in authored texts and edited volumes, crossing over both academic and professional perspectives as the discipline is assimilated into advertising curricula (Kelley and Jugenheimer, 2006). In addition to Steel’s popular depiction of account planning (Steel, 1998), Newman edited a comprehensive examination of planning’s role within account management in What every account executive should know about account planning published by the American Association of Advertising Agencies (Newman, 1992).…”

Section: Development and Maturity – Defining Constructs Of Account Planning: 1990-2005mentioning

confidence: 99%

Tracing the evolution of advertising account planning

Beede¹

2019

JHRM

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Purpose This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment. Design/methodology/approach The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time. Findings The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented. Originality/value This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.

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“…Meanwhile, Kelley & Jugenheimer (2008) opine that owing to the interplay of audio, video, motion graphics, text and animation, television advertisement helps to create vivid perceptions in the minds of consumers thereby stimulating an array of emotions among target consumers. Anwar (2012) calls television the "King" of advertising media owing to the fact that it has a wide audience-base, and is able to influence audience buying behaviour.…”

Section: Introductionmentioning

confidence: 99%

The Alcohol Man: Portrayals of Men in Popular Ghanaian Alcoholic Beverage Advertisements

Akesse-Brempong,

Cudjoe

2023

AJC

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Gender portrayals in advertisements do not only sell products but they also perpetuate and propagate gender stereotypes as behavioral norms. This study examines the construct of masculinity in television advertisements of alcoholic beverages in Ghana. Relying on earlier scholarship and theoretical standpoints on gender and masculinity in mass media, coupled with a qualitative content analysis design, the study established that adverts of local alcoholic beverages constructed masculinity along the lines of amatory, camaraderie, heroism and aggression. The theme of amatory where men were portrayed in amorous gesticulations and as objects of sexual desire was the most dominant. The study concludes that elements of masculinity and hyper-masculinity are imminent in advertisement of local alcoholic beverages in Ghana and that advertisers deliberately embed these masculinity showings in these advertisements in order to stimulate demand for these products among the male gender. The study however recommends that the over-reliance on portrayals of masculinity in the advertisement of alcoholic beverages can adversely affect sales since women might not be intrigued about patronizing these beverages. Also, these portrayals could influence hyper-masculine tendencies among target market.

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Advertising Account Planning

Cited by 6 publications

References 0 publications

Estado de la planificación estratégica y la figura del planner en España. Los insights como concepto creativo

Estado de la planificación estratégica y la figura del planner en España. Los insights como concepto creativo

Tracing the evolution of advertising account planning

The Alcohol Man: Portrayals of Men in Popular Ghanaian Alcoholic Beverage Advertisements

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