Depend on writter Research Paper Example | Topics and Well Written Essays - 1250 words

Depend on writter - Research Paper Example m to be an easy task looking at it casually but it entails making creative and strategic decisions aimed at outdoing other competitors and at the same time playing around with the psychology of the targeted consumers in order to develop their minds towards accepting the product (Gobe 2001, 51). To achieve this goal, an effective advertising campaign should involve an account planner, who can be described as a person with extensive training, and experience as well as an expert in acquiring information and utilizing it in a professional manner to maximize the results. This essay is a critical evaluation of the roles of an account planner, aimed at convincing a client on why he should involve one on the agency team for his brand. Advertising as discussed herein is a process that requires high coordination of activities so that a smooth running is achieved in achieving the desired results. It is not possible for everyone in the marketing department to wake up and go to the society to introduce a product without first having to acquire information and views of the targeted market group. This is where the role of the account planner comes in. To begin with, he has the responsibility of conducting research and processing the raw data acquired, so that he can be in a position to add quality to the marketing events long before they take place. According to Steel, going out to advertise without first of all conducting research is equivalent to a pilot flying or a person walking without exactly knowing where he or she is going (Steel 1998, 33). By so doing, he would be wasting a lot of time finding way to his destination or even fail to reach it. This is important in that it helps to identify areas or regions that r equire more attention than others. For example, if the mode of advertising is through road shows, it is almost impossible and costly to crisscross the whole country for example. What he does is that he goes out ahead collecting data for example in areas that are