“An Account Planner acts as the voice of the consumer in the Advertising development process.” What is meant by this and what exactly does an Account Planner do in an Ad agency? Discuss his role in he context of complete planning cycle.
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Account planner
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The account planner is the person on an advertising team who is most likely to have spent time with consumers (for B to C) or customers (B to B), observing the consumer's path to purchase, by using research such as ethnographies, focus groups or quantitative/social studies, asking consumers how they think about and use ...
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