Picture of athlete cycling

Open Access research with a real impact on health...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

Explore open research content by Physical Activity for Health...

Account planning: whose role is it anyway?

Crosier, Keith and Gilmore, Charlotte and Grant, Ian C. (2003) Account planning: whose role is it anyway? Marketing Intelligence and Planning, 21 (7). pp. 462-472. ISSN 0263-4503

Full text not available in this repository. Request a copy from the Strathclyde author

Abstract

The account planning discipline practised in advertising agencies is a central element of a formal system for planning advertising campaigns on behalf of clients. Precise definitions are hard to find, but it is an intellectual process, to exercise quality control. The present study builds on another by the same researchers, which analysed the principles and practice of account planning from the advertising agency perspective. Its objectives were to: determine its role in the development of clients' advertising campaigns; examine the working relationships involved; assess clients' expectations and satisfactions; and evaluate its impact on current and future marketing planning. It was found that propensity to take advantage of agency account planning expertise ranged along a spectrum from high to low. High-propensity clients exhibited a natural predisposition to co-operation and collaboration, sought the agency's planning input from the start, and believed in direct involvement with both planners and creatives. Low-propensity clients regarded control as paramount, and therefore preferred co-ordination to collaboration.