Does planning make perfect? How advertising practitioners in India perceive account planning

Autor:	Falguni Vasavada-Oza, Hemant Patwardhan, Padmini Patwardhan
Rok vydání:	2011
Předmět:	business.industry Communication Perception media_common.quotation_subject Normative Research questions Advertising Sociology Public relations business Advertising account executive Education media_common
Zdroj:	Asian Journal of Communication. 21:262-278
ISSN:	1742-0911 0129-2986
DOI:	10.1080/01292986.2011.559260
Popis:	This study examined views on the practice of account planning among advertising professionals in India. Three research questions were proposed to investigate perceptions of planning's growth in this emerging global hotspot, practitioner beliefs about planning, as well as opinions of coercive, mimetic and normative pressures in its development. A cross-sectional survey (n=154) across all key agency areas was conducted. Results indicate that (1) planning is seen as a growing practice in Indian advertising, (2) overall beliefs about account planning are highly positive, and (3) environmental (external) pressures impact planning in India though not all are considered equally important. Future research directions are proposed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::168366799739006729c40b20c19b1bb7 https://doi.org/10.1080/01292986.2011.559260 Zobrazit plný text záznamu