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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 12, January-June 2011


Cristina Sánchez Blanco Universidad de Navarra
Title Consumer voice in advertising: 40 years of Account Planning’s development Summary Account Planning was founded in 1968 by two English advertisers who saw the need to know deeply the consumer and integrate this knowledge into the advertising process. It was a revolution in the advertising world at that time. Advertising, media and consumer have undergone significant changes, so the planner has also evolved to adapt. This article compares the situation of advertising in the years of the origin of the discipline and now to understand the transformation of the role of the planner and its relevance today in advertising. Keywords Account Planning, advertising, consumer, research.


doi: https://doi.org/10.31921/doxacom.n12a4


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