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

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

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 searche...

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Format: Article
Language:English
Published: Faculty of Business and Management ; UiTM Press 2006
Online Access:http://ir.uitm.edu.my/id/eprint/16759/
http://ir.uitm.edu.my/id/eprint/16759/
http://ir.uitm.edu.my/id/eprint/16759/1/AJ_PAULO%20RIBEIRO%20CARDOSO%20JIBE%2006.pdf
id uitm-16759
recordtype eprints
spelling uitm-167592017-09-28T05:37:33Z http://ir.uitm.edu.my/id/eprint/16759/ From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso 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. Faculty of Business and Management ; UiTM Press 2006 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/16759/1/AJ_PAULO%20RIBEIRO%20CARDOSO%20JIBE%2006.pdf 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 https://jibe.uitm.edu.my/
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
description 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.
format Article
title From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso
spellingShingle From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso
title_short From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso
title_full From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso
title_fullStr From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso
title_full_unstemmed From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso
title_sort from marketing research to communication strategy: account planning in portuguese advertising agencies / paulo ribeiro cardoso
publisher Faculty of Business and Management ; UiTM Press
publishDate 2006
url http://ir.uitm.edu.my/id/eprint/16759/
http://ir.uitm.edu.my/id/eprint/16759/
http://ir.uitm.edu.my/id/eprint/16759/1/AJ_PAULO%20RIBEIRO%20CARDOSO%20JIBE%2006.pdf
first_indexed 2023-09-18T22:56:48Z
last_indexed 2023-09-18T22:56:48Z
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