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Abstract
Account planning is recognised as a best practice in British and American advertising. Despite reports of its global growth, information on its use around the world is limited. This study focuses on account planning in India, a region of considerable importance to international advertisers and advertising agencies. Using a two-stage organisational innovation diffusion framework, it examines planning initiation and assimilation in the Indian ad industry. It also investigates the impact of organisational factors on its diffusion. Results from the web survey (154 respondents from 101 agencies) indicate that, while initiation is widely reported in India, planning assimilation in agency activities is limited. Size and global agency affiliation (structural variables) affect initiation; leadership commitment and agency innovativeness (managerial and cultural variables) impact both initiation and assimilation. Similarities and differences with account planning use in UK and US agencies are discussed.
Additional information
Notes on contributors
Padmini Patwardhan
Padmini Patwardhan is Associate Professor of Mass Communication at Winthrop University, USA. Her research interests are in issues in international advertising, media dependency effects, and integrated marketing communication. She has published in (among others) Journal of Current Issues & Research in Advertising, Journal of Interactive Advertising, Journal of Communication Management, International Gazette, Journal of Promotions Management, Atlantic Journal of Communication, Asian Journal of Communication and American Journalism.
Hemant Patwardhan
Hemant Patwardhan is Associate Professor of Marketing at Winthrop University, USA. His research interests are in branding, advertising, and product placement. He has published in (among others) Journal of Advertising, Journal of Current Issues & Research in Advertising, Journal of Product and Brand Management and Journal of Promotions Management.
Falguni Vasavada-Oza
Falguni Vasavada-Oza is Associate Professor, Mudra Institute of Communications, India. Her research interests are in advertising and brand management. She has published in (among others) Media Asia, Asian Journal of Communication and Journal of Current Issues & Research in Advertising.
