Connect to Consumers and Create Successful Advertising With Hitting the Sweet Spot – Again

Hitting the Sweet Spot – Again: How Consumer Insights Can Inspire Better Marketing and Advertising (2020) includes 14 principles and six perspectives for introductory account planning students. The book, by Kim Bartel Sheehan and Charlie Robertson, is based on the classic text by Lisa Fortini-Campbell. The principles guide new market researchers through classic strategies to discover consumer insights. The perspectives are more didactic and include tips for using creative briefs and how to become a better account planner. There are few examples of great advertising using the book’s exact principles. As an introductory text, this textbook orients students to market research fundamentals in an accessible and open-ended way.

COMPARATIVE ANALYSIS OF THE PHYSICAL PERFORMANCE VARIABILITY IN ATHLETES OF DIFFERENT BIORHYTHMOTYPES

The variability of physical performance in representatives of various biorhythmotypes at different times of the day was studied. It has been revealed that the efficiency of metabolic systems during hours of functional optimum makes it possible to carry out large (by volume and power) physical loads, which indicates greater efficiency of mechanical work in the corresponding period. Taking these circumstances into account, planning of training loads avoids the effect of overtraining and leads to an increase in the overall level of physical performance

J. Walter Thompson: the origin and development of account planning

Purpose This paper aims to clarify whether J. Walter Thompson (JWT)’s planning and research tradition gave rise to the concept of Account Planning. In addition, it seeks to analyse the different planning methodologies that preceded Account Planning to highlight how it emerged at JWT London. A further goal is to understand the impact of Account Planning, which sought to achieve effective advertising through detailed consumer insight and has transformed the multinational JWT as a whole and the advertising sector in general. Design/methodology/approach The methodology is based mainly on the analysis of primary research conducted on original files donated to Duke University Library (North Carolina, USA) by the multinational J. Walter Thompson. Findings Account Planning emerged in 1968 in London as a consequence of the research and planning tradition that already existed at JWT. JWT’s corporate culture established the importance of the Account Planning approach that was valued by advertisers and spread to all offices. The planning tools used by the multinational today are updated versions of those that were designed from 1960 onwards. Research limitations/implications The historical approach taken here precludes an analysis of the current reality of Account Planning. In future research, it would be useful to carry out in-depth interviews with professionals to explore how they apply planning tools that represent updated versions of those that were developed 50 years ago. Originality/value This paper’s main interest lies in the fact that it is based on original, unpublished sources, an approach that makes it possible to reassess previous findings.

Tracing the evolution of advertising account planning

Purpose This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment. Design/methodology/approach The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time. Findings The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented. Originality/value This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.

Advertising change

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Digital disruption, such as the prevalence of Big Data and technological progression, has fundamentally altered the advertising marketplace. Account planning is a role within advertising that is seeing significant challenges and may no longer be necessary. Originality/value The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Disruptions of account planning in the digital age

Purpose The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions. Design/methodology/approach In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles. Findings The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment. Research limitations/implications It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined. Originality/value The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.

Affordability of Decentralized Wastewater Systems: A Case Study in Integrated Planning from INDIA

Based on experiences about the planning of decentralized wastewater treatment systems for slums of two rural towns in India, the paper asks to what extent affordability for the future users may impede the realization of other sustainability goals. The planning aimed at ensuring economic, social, and environmental sustainability. To this end the planning process promoted the participation of stakeholders and it was supplemented by an in-depth analysis (using novel methods) of the socio-economic situation of the future users. In particular, an approach towards estimating willingness to pay from small samples was developed. Taking all this information into account, planning identified a well-established technology that it is inexpensive, robust, and easy to maintain. The experiences of this planning process may generalize to other developing countries seeking socially acceptable low cost solutions with reasonable pollution reduction for resolving the sanitation crisis.

Planning for Success

From the 1970s, consumers were becoming increasingly desensitized to the established tactics and tropes of the hard sell. The need for continued, effective audience engagement led to the emergence of a new methodology—born out of the growing body of sector-related academic research, based on emotional rather than rational appeals with much greater emphasis on the creative content—that allowed the persuasion industry to respond to this challenge. This chapter looks at the key methodological developments in the persuasion industries and their impact, namely the so-called creative revolution in advertising, the conception and adoption of account planning and market positioning, and the emergence of brand marketing. There is also an analysis of the mass media and their role in the delivery of persuasion. Developments and challenges affecting the UK’s burgeoning public relations sector are discussed.