Génesis de la Planificación de cuentas: cómo gestionar el conocimiento del consumidor en las agencias de publicidad

December 2009
Comunicación y Sociedad;dic2009, Vol. 22 Issue 2, p187
Academic Journal
Account Planning is the discipline that works to integrate consumer research in the whole advertising process. The aim of this article is to review main historic events in order to reveal the causes of the discipline's origin in advertising agencies in 1968 and the persons who promoted this change, which has been revolutionary in advertising. It is necessary to understand consumers in depth to achieve advertising effectiveness. Today it is important to study the past to understand the relevance of these ideas and their repercussions for current agencies.


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