From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso

Paulo, Ribeiro Cardoso (2006) From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso. Journal of International Business and Entrepreneurship, 12 (1). pp. 119-133. ISSN 0128-7494

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Abstract

To develop and perform a creative strategy for a campaign, advertising agencies must search for process, and deliver information. In this article, we argue that the information considered more important by the agency professionals does not always correspond to the one that is more frequently searched for and delivered inside the advertising agency. In order to verify this proposition, we undertook a mail survey with a sample of 265 Portuguese advertising agency professionals during the Summer 2002. After the presentation of the findings, the limitations of the present study and the suggestions for further research are discussed.

Item Type: Article
Uncontrolled Keywords: Marketing research; Communication strategy; Account planning; Portuguese advertising Agencies
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
Divisions: Faculty of Business and Management
Depositing User: Staf Pendigitalan 5
Date Deposited: 08 May 2017 04:02
Last Modified: 28 Sep 2017 05:37
URI: http://ir.uitm.edu.my/id/eprint/16759

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