Which of the following statements about account planning is true?
A)Account planners conduct only quantitative research.
B)Account planners work with the client as well as other agency personnel.
C)Account planners conduct only qualitative research.
D)With account planning, the agency takes a permanent leadership role in the development of creative strategy.
E)The knowledge gained during account planning can only be used during the planning period because of its proprietary naturE.Account planners work with the client as well as other agency personnel, such as the creative team and media specialists.They discuss how the knowledge and information they have gathered can be used in the development of the creative strategy as well as other aspects of the advertising campaign.

Question

Quizplus · Accepted Answer

Account planners work with the client as well as other agency personnel, such as the creative team and media specialists, to develop the creative strategy and other aspects of the advertising campaign. They use both quantitative and qualitative research to gather knowledge and information. The agency does not take a permanent leadership role in the development of creative strategy, but rather works collaboratively with the client to ensure their needs are met. The knowledge gained during account planning is not proprietary and can be used throughout the campaign.

Which of the Following Statements About Account Planning Is True