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Journal of Current Issues & Research in Advertising Volume 35, 2014 - Issue 2
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Articles

How Advertising Creatives Define Excellent Planning

Eric HaleySchool of Advertising and Public Relations, University of Tennessee, Knoxville, Tennessee, USACorrespondence[email protected]
,
Ronald TaylorSchool of Advertising and Public Relations, University of Tennessee, Knoxville, Tennessee, USA
&
Margaret MorrisonSchool of Advertising and Public Relations, University of Tennessee, Knoxville, Tennessee, USA
Pages 167-189 | Published online: 24 Apr 2014
 
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Abstract

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.

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