From marketing research to communication strategy: account planning in Portuguese advertising Agencies / Paulo Ribeiro Cardoso

• Formaat: Boek
• Gepubliceerd in: Faculty of Business and Management ; UiTM Press, 2006.
• Onderwerpen: Article; PeerReviewed
• Online toegang: Link Metadata

To develop and perform a creative strategy for a campaign, advertising agencies must search for process, and deliver information. In this article, we argue that the information considered more important by the agency professionals does not always correspond to the one that is more frequently searche...