The contribution of Spanish account planners to advertising effectiveness
This paper aims to establish the account planner’s role and contribution in the creation of effective communication strategies for advertisers. Account Planning was born in 1968 in two advertising agencies in London, within the media and marketing context of that period. In the present circumstances...
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| Format: | Article |
| Language: | English |
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Universidad de La Laguna
2010-01-01
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| Series: | Revista Latina de Comunicación Social |
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| Online Access: | http://www.revistalatinacs.org/10/art2/900_Navarra/22_CristinaEN.html |