Planners execute and interpret research that enables the agency to keep in touch with the market and understand what the consumer wants. The Planning Department has access to social and demographic data and direct access to consumers through quantitative and qualitative research. Quantitative research deals in numbers, ie a large number of consumers are questioned about a client's product. This provides the agency with an objective view of the customer for the product or service on offer and gives an indication of the statistical likelihood of success or failure for a product. In qualitative research a small number of consumers discuss a product or creative concept in depth, allowing the client an insight into the consumer's attitudes.
Planning is a never-ending process of defining and redefining goals and objectives, developing strategies, and evaluating advertising results. The planning process begins before research and continues after the advertisement is run. Firstly, the Planners, usually in tandem with the account management team, meet with the client to define marketing and advertising objectives. Then the Planners meet with the agency's media planners and creative people to determine the appropriate advertising strategy. Research results are considered, and the evaluation of the agency's planning team is worked into a detailed marketing and advertising plan. With the client’s approval, this plan becomes the blueprint for the agency's creative and media program.
Similar to Account Management.
Once you have had some experience, we recommend the AdSchool course Strategic Planning Principles and Advanced Strategic Planning.
Also check out the APG Australia