http://www.revistalatinacs.org/10/art2/900_Navarra/22_CristinaEN.html
DOI: 10.4185/RLCS-65-2010-900-278-290-EN

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="The Spanish account planner’s contribution to advertising effectiveness”/>
<meta name="DC.creator.personalName" content="Dra. Cristina Sánchez Blanco "/>
<meta name="DC.creator.address" content="csblanco@unav.es"/>
<meta name="DC.contributor.editor" content="Dr. José Manuel de Pablos Coello"/>
<meta name="DC.contributor.address" content="jpablos@ull.es"/>
<meta name="DC.Date.availableated"lang="en" scheme="iso8601" content="2010"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="rating" content="General"/>
<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-65-2010-900-278-290-EN"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008.”/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee I" content="Reports. The article addresses a topic of great interest in the advertising profession: The role of a new professional profile, the account planner, in the design processes of creative strategies and the development of persuasive messages.The theoretical framework and the literature review are exhaustive and well documented. The methodology is simple but solid, and provides comparative information. The results are relevant and allow a better understanding of the role developed by this figure in the advertising process, and of what should be its future development. The graphs are simple and easy to read, and provide relevant information.The conclusions are drawn from the results and focus on the most important aspects of the study. The article is well organized and well written, and offers a clear and pleasant reading. The bibliography is complete and updated. It is therefore recommended for publication.—José Fernández-Cavia, Ph.D. - Pompeu Fabra University – Barcelona."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee II" content="The article presents qualitative research on the role of Spanish account planners within the advertising process. It analyses planners’ profile, their main functions and competences to understand the importance of their performance when developing marketing communication strategies.In the first part, the paper presents a comprehensive review of theories about the evolution of the planner in the advertising agency, and the way its significance has grown over time and within the advertising agency. This part provides a very rich theoretical vision that frames and helps understanding the history of the account planner and its evolution up until today. It also outlines the changes that the planner has had to experience as a result of the transformations that marketing communication has suffered in recent times. The consumer assumes greater importance within the process, and so do the brand and planning in the media and communication platforms. These changes have contributed to the planner acquiring new skills and new foci for the communication strategy. There are many theoretical references used by the author, a fact we welcome because it provides a full and historical documentation. Therefore, we can determine that the literature used is coherent, complete and up-to-date.In its second part, the article presents a study about the account planner in the Spanish context. Despite having a representative sample and a methodology coherent with the use of the survey as a scientific tool, we believe this section provides little relevant data. First, in the graph number four, it provides data not only of planners but also of agency managers. We consider this fact does not correspond with the objectives of the investigation or with the sample detailed in the article. The same was detected in the graph number five: It talks about advertisers’ views on the work of the planner it does not specify that the sample included this profile.We therefore recommend the author to specify and clarify the sample and those surveyed to better understand the results of the study.On the other hand, the conclusions section is too brief given the importance and novelty of the subject. We suggest expanding this section according to the results obtained. A copy of the survey could also be included as an appendix in order to better understand the application of the methodology of data analysis, because the article does not specify this aspect. Finally, we recommend a review of the language employed: it uses the first person singular in several occasions, which is wrong in the scientific field. We understand that may be due to a great involvement on the subject by the author, but these aspects of language have to be corrected in the face of its publication. The article presents an innovative theme that, modified and highlighting more the second part of the field study, would be an interesting article for publication.-- Cristina González-Oñate, Ph.D., and Carlos Fanjul-Peyró, Ph.D.- Universitat Jaume I - Castellón"/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.description.abstract" content="Abstract: This paper aims to study the account planners’ role and its contribution to an effective advertiser’s communication. Account Planning was born in 1968 in two advertising agencies in London, due to the media and marketing context of that period. In the present circumstances, characterized by a powerful consumer and the need of an integrated communication, the account planner’s role acquire more prominence. The account planner is the consumer voice and works in order to assure that the commercial communication is focused on a depth research about the consumer and his characteristics. That’s the reason why his role has value for the advertisers because he looks after a correct brand positioning and an effective communication strategy, focused on depth consumer knowledge. This theoretical analysis is adapted to the study of the situation of the Spanish account planners nowadays through an empirical study based on a survey done to the planners who work in Spain. Account Planning is a recent discipline in this country. The first agencies which adopted this function did it at the beginning of the 90s. However, today it has converted in a key department in commercial communication."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="Keywords: Account Planning; advertising; consumer; effectiveness; communications strategy; media planning."/>
<meta name="DC.identifier" LANG="es" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.date.issued" content="2010"/>
<meta name="DC.type" content="text/html"/>
<meta name="DC.identifier content="http://www.revistalatinacs.org/10/art2/900_Navarra/22_CristinaEN.html"/>
<meta name="DC.type" content="text/pdf"/>
<meta name="DC.identifier" content="http://www.revistalatinacs.org/10/art2/900_Navarra/RLCS_art900EN.pdf"/>
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<meta name="DC.language" content="en"/>
<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="Sánchez Blanco, Cristina (2010): "Aportación de los planificadores estratégicos españoles a la eficacia publicitaria", en Revista Latina de Comunicación Social, 65. La Laguna (Tenerife): Universidad de La Laguna, páginas 278 a 290, recuperado el ___ de ____ de 2_______, de http://www.revistalatinacs.org/10/art2/900_Navarra/22_CristinaEN.html
DOI: 10.4185/RLCS-65-2010-900-278-290-EN/>