La Planificación de Cuentas: la importancia del consumidor en comunicación comercial

Abstract

This article explains the evolution of Account Planning. This discipline was born in London in two advertising agencies in 1968 in order to defend the consumer in the commercial communication process. The account planners are the persons in the agency who are dedicated to make a depth research about the wants, needs, opinions, etc. and all the consumer information which can help to develop an advertising campaign. Then, his work recognizes that the communication is more effective. That’s why the discipline evolution was very quickly in United Kingdom. The article reviews this development and the way it was introduced in other countries, specifically the United States and Spain.