INFLUENCE OF ACCOUNT PLANNING ON CAMPAIGN EFFECTIVENESS IN CROATIAN MARKETING AGENCIES

• Main Authors: Akmadzic, Nevena, Mamic, Maja Dawidowsky, Cop, Mateja
• Format: Conference Proceeding
• Language: English
• Subjects: Advertising agencies; Advertising campaigns; Communication; Consumers; Directors; Effectiveness studies; Influence; Market strategy; Marketing; Planning
• ISSN: 1849-6903; 1849-6903

To set up effective marketing communications the whole range of activities is carried out stemming from different departments of full service marketing agency. Although a full service marketing agency structure are similarly designed taking into account an internal communication with the agency's services, there are differences in specific business functions whose activities are believed to add value to the agency's clients. The study wants to present how just a business account planning function adds a value to the agency's clients in terms of setting up an effective marketing communications. Thereby a creation of a marketing campaign stems from specific activities that Account Planners undertaken in conjunction with Account Managers and creative's in the marketing agency. Croatian marketing agencies partially supplement specific activities from the Account Planner job opus, but still much less taking into account the examples of foreign practices. However marketing experts believe a large number of functions that account planning contributes to a better marketing communication in a small percentage develop actions that achieve the same.