How Advertising Creatives Define Excellent Planning

Autor:	Margaret Morrison, Eric Haley, Ronald E. Taylor
Rok vydání:	2014
Předmět:	Marketing Planning process Personality factors Work (electrical) Process (engineering) Perception media_common.quotation_subject Agency (sociology) Advertising Psychology Set (psychology) media_common
Zdroj:	Journal of Current Issues & Research in Advertising. 35:167-189
ISSN:	2164-7313 1064-1734
DOI:	10.1080/10641734.2014.900271
Popis:	Interviews conducted with advertising agency creatives regarding their perception of the account planning process identified a set of personality factors of planners and a set of functional factors of planning that lead to excellent planning. In addition, creatives identified a constantly changing environment that allows less time to do the work as negatively affecting the creative process.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b22604c7ee119367605cdc941b881239 https://doi.org/10.1080/10641734.2014.900271 Zobrazit plný text záznamu