Account planning:
A) is a method used to benchmark competitors.
B) is a hybrid discipline that bridges the gap between the traditional agency research, account management, and creative departments.
C) does not include any consumer research.
D) is the reorganization of an advertiser for the purpose of improving its image.
E) is a service provided by creative boutiques, which allows the advertiser to choose generic ads that can be customized.

Question

Quizplus · Accepted Answer

Account planning is a hybrid discipline that bridges the gap between the traditional agency research, account management, and creative departments. It involves consumer research to gain insights that inform the development of a well-targeted and effective advertising campaign. It is not just about benchmarking competitors or reorganizing the advertiser, nor does it include choosing generic ads.

Account Planning