Which of the following statements about account planning is true?
A)Account planners conduct only quantitative research.
B)Account planners work with the client as well as other agency personnel.
C)Account planners conduct only qualitative research.
D)With account planning, the agency takes a permanent leadership role in the development of creative strategy.
E)The knowledge gained during account planning can only be used during the planning period because of its proprietary nature.

Question

Quizplus · Accepted Answer

Account planners work with the client as well as other agency personnel to understand the target audience and develop a creative strategy that will resonate with them. They may use both quantitative and qualitative research methods to gather this information. The role of the agency in creative strategy development may vary depending on the specific project and client needs, but account planning is typically an ongoing process that informs the development of campaigns and messaging over time. The knowledge gained during account planning is often shared with other agency personnel to ensure that everyone involved has a clear understanding of the target audience and how to communicate effectively with them.

Which of the Following Statements About Account Planning Is True