By Wanda Cardenes and Laura Melendo.
Third National Congress about methodology of the investigation in communications, Málaga. Rumbos de la investigación en España sobre comunicación, 2016 (Direction of research in Spain in relation to communication, 2016). Paper: Account planning process through the account planner role.
The objective of this research work is to analyse the advertising process through the account planner role. To do this, the planner role and the causes that contribute to its rise and consequent spread are first defined. It also investigates the account planning process and the different phases that it involves all of this through the account planner role.
The research analyses several models of planning like those by Rafael A. Pérez and Alan Cooper, highlighting the model proposed by Mariola García Uceda, in order to examine them and finally to propose a strategic planning model based on the account planner professional.
The account planning process and the account planner role are subjects of interest for professionals from the advertising field. Several books on the subject have been written, the theme has been presented in seminars and congresses, in addition to finding significant research that shows the growing interest in the topic. This is where our interest to investigate the subject further arises.
The content of the paper is only available in Spanish.
