Question

Account planning has become a very important and demanding function in many agencies because:

A. it facilitates organizations in reducing the number of effective communication channels.
B. it enables organizations with a centralized management to reduce costs.
C. it provides greater value to the final consumer.
D. it provides the creative team with more insight into consumers.
E. it has replaced brand management as the primary marketing function.

Answer 1

Account planning is crucial as it gives creative teams deeper insight into consumer behavior, aiding in the development of impactful advertising and effective event planning. It improves ad relevance and effectiveness, while also promoting efficient resource use and outreach expansion.

Step-by-step explanation:

Account planning has become a very important and demanding function in many agencies because it provides the creative team with more insight into consumers. This role is integral to understanding the target audience, which in turn, influences and improves the effectiveness of advertising campaigns.

A deep understanding of consumer behavior enables advertisers to craft messages that resonate with consumers, thus differentiating a firm's products in a competitive market and potentially increasing the firm's quantity of sales or allowing them to charge higher prices due to more inelastic demand for their products. Account planners use research to inform the creative process, ensuring that ads are relevant and impactful. Additionally, in the realm of event planning, account planning can facilitate expanded outreach, diversity among attendees, and cost-effectiveness through combined resources.