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

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

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.

Metadata

Item Type: Article
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management
Journal or Publication Title: Journal of International Business, Economics and Entrepreneurship (JIBE)
Journal: UiTM Journal > Journal of International Business, Economics and Entrepreneurship
ISSN: 0128-7494
Volume: 12
Number: 1
Page Range: pp. 119-133
Official URL: https://jibe.uitm.edu.my/
Item ID: 16759
Uncontrolled Keywords: Marketing research; Communication strategy; Account planning; Portuguese advertising Agencies
URI: http://ir.uitm.edu.my/id/eprint/16759

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