Relevant bibliographies by topics / Account Planning; Mexico; Advertising

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Account Planning; Mexico; Advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Account Planning; Mexico; Advertising"

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Beede, Park. "Tracing the evolution of advertising account planning." Journal of Historical Research in Marketing 12, no. 3 (July 15, 2019): 285–303. http://dx.doi.org/10.1108/jhrm-09-2018-0039.

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Purpose This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment. Design/methodology/approach The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time. Findings The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented. Originality/value This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.
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Zimand Sheiner, Dorit, and Amir Earon. "Disruptions of account planning in the digital age." Marketing Intelligence & Planning 37, no. 2 (April 1, 2019): 126–39. http://dx.doi.org/10.1108/mip-04-2018-0115.

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Purpose The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions. Design/methodology/approach In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles. Findings The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment. Research limitations/implications It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined. Originality/value The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.
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Morrison, Margaret, Tim Christy, and Eric Haley. "Preparing Planners: Account Planning and the Advertising Curriculum." Journal of Advertising Education 7, no. 1 (May 2003): 5–20. http://dx.doi.org/10.1177/109804820300700104.

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Mitchell, Nancy. "Book Review: Advertising Account Planning: A Practical Guide." Journal of Advertising Education 11, no. 1 (May 2007): 51–52. http://dx.doi.org/10.1177/109804820701100111.

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Patwardhan, Padmini, Hemant Patwardhan, and Falguni Vasavada-Oza. "Does planning make perfect? How advertising practitioners in India perceive account planning." Asian Journal of Communication 21, no. 3 (June 2011): 262–78. http://dx.doi.org/10.1080/01292986.2011.559260.

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Crosier, Keith, Ian Grant, and Charlotte Gilmore. "Account planning in Scottish advertising agencies: a discipline in transition." Journal of Marketing Communications 9, no. 1 (January 2003): 1–15. http://dx.doi.org/10.1080/1352726022000013376.

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Gale, Kendra, and Brett Robbs. "Enhancing Strategic Thinking Throughout the Advertising Curriculum: An Account Planning Perspective." Journal of Advertising Education 8, no. 2 (November 2004): 8–16. http://dx.doi.org/10.1177/109804820400800204.

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Mackert, Michael, and Isaac I. Munoz. "Graduate Account Planning Education: Insights from the Classroom." Journal of Advertising Education 15, no. 2 (November 2011): 35–39. http://dx.doi.org/10.1177/109804821101500206.

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While account planning as a discipline has existed in advertising agencies for decades, research related to account planning has been somewhat limited – particularly research focused on account planning education. Existing research in this area has focused on broader issues related to account planning education, with less focus on the in-classroom experience. This commentary shares the views and experiences of two relative outsiders – an academic teaching an introductory account planning seminar and a professional account planner entering academia. It seeks to initiate conversation and investigation about the role of in-classroom experience on preparing students for careers in account planning.
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Mackert, Michael. "Account Planning: Applying an Advertising Discipline to Health Communication and Social Marketing." Health Marketing Quarterly 29, no. 3 (July 2012): 270–82. http://dx.doi.org/10.1080/07359683.2012.705730.

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Куличенко, Александр, Alexander Kulichenko, Екатерина Рак, Ekaterina Rak, Анастасия Зайцева, and Anastasiya Zaitseva. "Educational discipline "design of advertising" in the educational space of the construction college." Ergodesign 2019, no. 2 (May 26, 2019): 31–37. http://dx.doi.org/10.30987/article_5cb22165d47e07.53895985.

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Approaches to the actual academic discipline "advertising Design" as graphic design, advertising and marketing are proposed. The important factors of professionalism, advertising designer taking into account the requirements of the modern market are highlighted. The structure and stages of design planning of elements of an interior of educational space are offered.
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Dissertations / Theses on the topic "Account Planning; Mexico; Advertising"

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Lopez-Preciado, Luis E. "Account Planning in the Mexican Advertising Industry: A Snapshot of a Discipline in Growth." Scholarly Repository, 2010. http://scholarlyrepository.miami.edu/oa_dissertations/653.

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A study of the adoption and adaptation of the discipline of Account Planning in the Mexican advertising industry. In the last 20 years, the advertising industry has transformed around the world as large conglomerates have formed and consolidated in the largest advertising markets. The Mexican industry was ranked 12th in 2006 and 14th in 2008 based on advertising expenditure. However, little is known about the practices of local advertising agencies, and the way these practices were adopted. This study seeks to address this dearth in the literature by looking specifically at the discipline of Account Planning. Using a Grounded Theory methodological approach, through in-depth interviews with advertising practitioners a tentative model is developed. The findings provide insight into the lack of clarity as to how account planning is conceptualized. According to virtually all the participants, account planning in Mexico is more a verb than a concept which is adapted to the corporate culture of each agency, and to the style of the person heading the department. Limitations of this study and future research recommendations are also presented.
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Muñoz, Sánchez Omar. "El pensamiento estratégico. Una perspectiva interdisciplinar de la mente del planificador de cuentas publicitario." Doctoral thesis, Universitat Ramon Llull, 2013. http://hdl.handle.net/10803/125239.

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En molts departaments de planificació de comptes de les agencies de publicitat es poden trobar professionals de disciplines com la sociologia, la psicologia, l'antropologia, l'administració de negocis, la comunicació, el disseny gràfic i, recentment, la neurociència, la qual cosa fa necessari investigar que tenen aquestes àrees de coneixement que afavoreixen el desenvolupament d’estratègies publicitàries. Colòmbia és un país que no és aliè a aquest fenomen, especialment perquè en l'última dècada la planificació de comptes ha estat un perfil amb molt desenvolupament. L'anterior, ens suggereix una comprensió del concepte d’estratègia des d'una visió més amplia, integradora i interdisciplinar. És per això que conèixer com i on sorgeix el pensament estratègic, com evoluciona en la història, com arriba fins a la publicitat i quina és la influencia d'altres disciplines en el seu desenvolupament es converteixen en matèria important d'investigació. Avui en dia es parla d’estratègia en el màrqueting, estratègia de comunicació, estratègia de disseny, estratègia de publicitat, en la mateixa forma que es parla d’estratègia en els esports, la política, l'economia, els jocs de !aula, les relacions afectives i la vida quotidiana de les persones. No obstant això, és important poder trobar i conèixer un fil conductor que permeti establir uns referents teòrics entre el que va succeir amb el concepte d’estratègia des del seu origen, la seva evolució històrica, com es va fer el pas per arribar al camp publicitari i, especialment, establir que passa amb el planificador de comptes a Colòmbia.
En muchos departamentos de planificación de cuentas de las agencias de publicidad se pueden encontrar profesionales de disciplinas como la sociología, la psicología, la antropología, la administración de negocios, la comunicación, el diseño gráfico y, recientemente, la neurociencia, lo que hace necesario investigar qué tienen éstas áreas de conocimiento que favorecen el desarrollo de estrategias publicitarias. Colombia es un país que no es ajeno a este fenómeno, especialmente porque en la última década la planificación de cuentas ha sido un perfil con mucho desarrollo. Lo anterior, nos sugiere una comprensión del concepto de estrategia desde una visión más amplia, integradora e interdisciplinar. Es por ello que conocer cómo y dónde surge el pensamiento estratégico, cómo evoluciona en la historia, cómo llega hasta la publicidad y cuál es la influencia de otras disciplinas en su desarrollo se convierten en materia de importante de investigación. Hoy en día se habla de estrategia en el marketing, estrategia de comunicación, estrategia de diseño, estrategia de publicidad, en la misma forma que se habla de estrategia en los deportes, la política, la economía, los juegos de mesa, las relaciones afectivas y la vida cotidiana de las personas. Sin embargo, es importante poder encontrar y conocer un hilo conductor que permita establecer unos referentes teóricos entre lo que sucedió con el concepto de estrategia desde su origen, su evolución histórica, cómo se dio el paso para llegar al campo publicitario y especialmente establecer qué sucede con el planificador de cuentas en Colombia.
In many planning departments accounts advertising agencies can find professional disciplines such as sociology, psychology, anthropology, business administration, communication, graphic design and recently, neuroscience, necessitating investigate what are these areas of knowledge that promote the development of advertising strategies. Colombia is a country that is no stranger to this phenomenon, especially because in the last decade account planning has been a lot of development profile. This suggests to us an understanding of the concept of strategy from a more comprehensive, inclusive and interdisciplinary. That is why knowing how and where does strategic thinking, how the story evolves, how comes to advertising and what is the influence of other disciplines in their development become important field of research. Today we talk about marketing strategy, communication strategy, design strategy, advertising strategy, in the same way that we talk about strategy in sports, politics, economics, table games, with relationships and daily life of people. However, it is important to find and meet a common thread in order to establish a theoretical framework between what happened to the concept of strategy from its origin, its historical evolution, how they took the step to reach the advertising field and especially to establish what happens with the account planner in Colombia.
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Muñoz, Isaac Ignacio. "Account planning in Hispanic advertising agencies : exploring a discipline in constant transition." Thesis, 2012. http://hdl.handle.net/2152/ETD-UT-2012-05-5844.

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This study provides a historical understanding of the adoption, adaptation and education of account planning in Hispanic advertising agencies. At the time of this writing, minimal academic research had focused on the discipline, and even less on the discipline in Hispanic advertising agencies. According to the United States 2010 census, the Hispanic population surpassed 50 million, making in the largest minority group in the country, accounting for over 15% of the population. Hispanic advertising agencies as a group are charged with reaching this market, and within these agencies, researching, strategizing and briefing are their account planners (also called brand planners, strategic planners, creative planners and research planners). Grounded theory was employed to interview twenty-nine account planners in five states who work, or at some point worked, in a Hispanic advertising agency. The results present a thorough explanation of the adoption and adaptation of account planning in Hispanic advertising agencies, as well as an overview of what account planners who want to work in this market should study. The findings suggest that account planning in Hispanic advertising agencies has experienced innovation diffusion and big brother syndrome, involvement, improvement, and fictive digital kinship. Study limitations, future research, managerial and educational implications are presented as well.
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Books on the topic "Account Planning; Mexico; Advertising"

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W, Jugenheimer Donald, ed. Advertising account planning: Planning and managing an IMC campaign. 2nd ed. Armonk, N.Y: M.E. Sharpe, Inc., 2011.

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Truth, lies, and advertising: The art of account planning. New York: Wiley, 1998.

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Jugenheimer, D. W., and L. D. Kelley. Advertising Account Planning. Routledge, 2014. http://dx.doi.org/10.4324/9781315707037.

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Kelley, Larry, and Donald W. Jugenheimer. Advertising Account Planning. Routledge, 2015. http://dx.doi.org/10.4324/9781315716589.

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Advertising Account Planning: Planning and Managing an Imc Campaign. Taylor & Francis Group, 2014.

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Advertising Account Planning: Planning and Managing an Imc Campaign. Taylor & Francis Group, 2014.

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Advertising Account Planning: A Practical Guide. M.E. Sharpe, 2006.

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Kelley, Larry D., and Donald W. Jugenheimer. Advertising Account Planning: A Practical Guide. Sharpe Reference, 2006.

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Truth, Lies, and Advertising: The Art of Account Planning. Wiley & Sons, Incorporated, John, 2008.

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Truth, Lies and Advertising: The Art of Account Planning by Steel (Cram101 Textbook Outlines - Textbook NOT Included). AIPI, 2006.

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Book chapters on the topic "Account Planning; Mexico; Advertising"

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Patwardhan, Padmini, and Hemant Patwardhan. "Account Planning." In The Handbook of International Advertising Research, 95–110. Hoboken, NJ: John Wiley & Sons Inc, 2014. http://dx.doi.org/10.1002/9781118378465.ch5.

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Nixon, Sean. "Advertising and the “new man”: creative practices, account planning and media buying." In Hard Looks, 103–22. New York: Palgrave Macmillan US, 1996. http://dx.doi.org/10.1007/978-1-349-61442-4_9.

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"Account Planning." In Advertising Diversity, 37–88. Duke University Press, 2015. http://dx.doi.org/10.1215/9780822375616-002.

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"Account Planning." In Advertising Diversity, 37–88. Duke University Press, 2015. http://dx.doi.org/10.2307/j.ctv11smx2m.5.

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"Account Planning." In The Advertising Age Encyclopedia of Advertising, 30–48. Routledge, 2015. http://dx.doi.org/10.4324/9781315062754-9.

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"CHAPTER 1 Account Planning." In Advertising Diversity, 37–88. Duke University Press, 2020. http://dx.doi.org/10.1515/9780822375616-003.

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"Brand Destination Planning." In Advertising Account Planning, 32–41. Routledge, 2014. http://dx.doi.org/10.4324/9781315707037-8.

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"Benchmarking Consumer Perceptions." In Advertising Account Planning, 56–64. Routledge, 2014. http://dx.doi.org/10.4324/9781315707037-10.

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"Understanding the Consumer Mind-Set." In Advertising Account Planning, 65–75. Routledge, 2014. http://dx.doi.org/10.4324/9781315707037-11.

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"Developing Insights." In Advertising Account Planning, 76–84. Routledge, 2014. http://dx.doi.org/10.4324/9781315707037-12.

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Conference papers on the topic "Account Planning; Mexico; Advertising"

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Vargas Salgado, Carlos, Cristian D. Chiñas Palacios, Jesús Aguila-León, and Manuel Alcázar Ortega. "Questionnaire design in gamification process for education: a case study at Universidad de Guadalajara – Mexico." In INNODOCT 2019. Valencia: Universitat Politècnica de València, 2019. http://dx.doi.org/10.4995/inn2019.2019.10123.

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Gamification techniques have demonstrated that students improve their learning process through mobile applications. However, every teacher creates his/her own questions for the game design, involving classroom response systems through a digital app such as Kahoot!, Socrative, Blicker, Clickers, Plickers, etc., without previous planning of the difficulty in every question formulated to the students. This work focuses on the evaluation design of a questionnaire for the final test of the Power Electronics subject, following Bloom’s Taxonomy methodology for every level of critical thinking within the cognitive domain of the learning process for students. Furthermore, an analysis of the V-Aiken for the reliability and validity of each question were taken into account. The final test implementation was carried out at Centro Universitario de Tonala, Jalisco, Mexico, involving nine students of the Energy Engineering grade of the fifth semester. The results show an analysis of the performance of the students when applying a designed test based on revised Bloom Taxonomy. It was better because the student demonstrates, in a more integral way, his/her mastery skill in different topics of the subject, while the results of the not-designed exam showed a poor student performance because all of their knowledge and skills are not evaluated when it is not applied a proper effective question.
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Esquitin, Yosafat, Chima Chima, Ricardo Vasques, Paul Hazel, and Brian Schwanitz. "Securing Zonal Isolation Across a Highly Depleted GoM Deep Water Reservoir." In SPE Annual Technical Conference and Exhibition. SPE, 2021. http://dx.doi.org/10.2118/206374-ms.

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Abstract Effective zonal isolation within a layered reservoir in the Gulf of Mexico is a necessity to meet regulations for stacked reservoirs and to maximize total recoverables. Effective zonal isolation also ensures maximum production is achieved via a high-pressure proppant fracture treatment. A primary cement operation of a 10 1/8" production liner (within a 12 ¼" drilled hole section) was challenging due to a combination of high equivalent circulation density (ECD) and potential losses across a layered GOM reservoir. One layer had potential and significant depletion up to 8,000 psi. Critical well parameter considerations were: maintaining the liner burst of 18,200 psi, maximizing rotation and reciprocation capability of the liner, minimizing the impact on circulation and ECD, and ensuring compatibility with the mud systems. Following careful job planning, including the analysis of caliper data from logging while drilling (LWD) for the optimum placement, two metal expandable packers (MEPs) were installed on the 10 1/8" liner. The MEPs were positioned to straddle the highly depleted layer (one above and one below) in the 12 ¼" open hole section. The liner was deployed, and the cement operation was executed with minimal ECD impact from the inclusion of the MEPs. Surface pressure was applied to create sufficient differential pressure across the 10 1/8" liner wall to hydraulically expand the MEPs quickly under full surface control. This paper covers the qualification, planning, and deployment of MEPs to provide cement assurance (CA) for zonal isolation and improve the effectiveness of contingency cement squeezes. Though this technology has been used in other regions for several years, this was the first deployment in the Gulf of Mexico (GOM). The solution improved the probability of success of the primary cement job, negating the requirement for a remedial cement squeeze. The decision to run MEPs was based on the estimated cost savings of 3.5 million USD for remedial squeeze operations, a value proposition that did not account for the net present value (NPV) gain, due to improved fracture placement, compared to the case of poor cement isolation.
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