Is agency's need to have account planning? Dr. Sofat Yashmin, B.B.A, B.Ed, M.Com, PGDBA, M.Phil, Ph.D Assistant Professor, Department of Commerce, A.S. College, Khanna Online published on 15 March, 2016. Abstract Today's in this turbulent times, strategies are the wealth of an organization, which can help it in achieving its goals. It is of paramount importance for the success of any organization. Competitive strategy refers to how a company competes in a particular business (note: overall strategy for diversified firms is referred to as corporate strategy). Competitive strategy is concerned with how a company can gain a competitive advantage through a distinctive way of competing. Advertising agency is no exception to this. This paper attempts to know that account management is the backbone for every agency because Account Management, as a whole, is the link from the client to the agency to the consumers. This division of the agency can be further divided into Account Planning, New Business and the Client Services. Each of these three departments plays a vital role in the strategy formulation procedure of advertising agencies in India. Account planning serves to channel the consumer's view point to the agency's creative staff during the entire process of making an advertising campaign. Account planning brings the voice of the consumer to the creative, so that, in turn, the creative can talk to the consumer. The researcher found that advertising executives who endorse account planning feel that advertising research is typically used to measure the effectiveness of a campaign that has already been launched, whereas data collected by account planners actually contribute to the campaign's development. this paper also highlighted the impact of size and year of establishment of the agencies on their account management. Finally, in this paper author attempts to provide data and information regarding that how account planning makes it easier to sell a client on a campaign because the agency can explain quite specifically why the advertising should be done in a particular way. The agency can also tell the client why the campaign will work because its account planner has been in close contact with the client's target audience. Top |