Which of the following statements is true about account planning?
A) It is a method used by advertisers to benchmark competitors.
B) It is a hybrid discipline that bridges the gap between the traditional agency research, account management, and creative departments.
C) It does not include any consumer research.
D) It is the reorganization of an advertiser for the purpose of improving its image.
E) It 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 uses research to bridge the gap between account management and creatives.

Which of the Following Statements Is True About Account Planning