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Account Planning

Account Planning

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Published by ADA Suri

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Published by: ADA Suri on Sep 28, 2009
Copyright:Attribution Non-commercial

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11/13/2012

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It has been over 30 years since the first account planner walked theearth. Since then account planning has developed into a jobfunction that exists not only in the advertising agencies but in clientmarketing departments, direct marketing agencies, designconsultancies, PR firms, media independents et al. It has long sinceexisted outside its London, England birthplace, extending to the USand Canada, Hong Kong, Australia, Scandinavia, Chile, Brazil,Europe, even China. And those are just the countries that haveapproached us about starting their own APG.
 
One of the striking tendencies of humanbeings is to act, judge, believe or vote onstrictly instinctive, emotional grounds,and then, after the act is committed, totry to justify it or defend it by intellectualor logical reasons. (The Want Makers –Eric Clark)‘An advertisement is nothing butfacts/information put in astrategically healthy fit of words isalways paying and effective onthe consumer ’ David Ogilvy(Confessions of an AdvertisingMan)Account Planning is a study of consumer psychology often called ‘research’.Borrowing from David Ogilvy, Theconsumer isn’t a moron; she is your wife. Agood husband is always called perfectwhen he understands his wife well, whatare her likes, dislikes, her feelings, whathas to be said when to make it mosteffective yet romantic!!!An account planner isknown as the ‘Voice of theConsumer’ (Pollitt 1979)This is typically the role of an accountplanner, to figure out what is mappingon the mind of the consumer alias
hiswife.

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