| Author | Madhavi, Vemuri |
| Call Number | AIT RSPR no.SM-08-26 |
| Subject(s) | Advertising agencies--Strategic aspects
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| Note | Submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-08-26 |
| Abstract | This study focuses on the strategies and the planning skills adopted by the planners in an advertising agency towards their clients' needs and other divisions within the agency and their strengths and weaknesses as they play a critical role towards the success of any advertisement that is produced within an agency, be it a television commercial, or a billboard or activation of an event. The basic framework or idea on which all these various divisions act upon depends on the strategy developed by the planners in the planning and strategy department of an agency. I have done an internship for 3 months at JWT, one of the top leading advertising agencies in the world, the pioneers in introducing a new role and division called "Account Planning" in an advertising agency. I have carried out a SWOT analysis and interviewed the senior members of the company in order to study the contributions and the importance of the planning and strategy division and finally analyzed and concluded the research based on a qualitative questionnaire at JWT in order to know how critical the planner's role is to the success of an agency |
| Year | 2008 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-08-25 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas J.,; |
| Examination Committee(s) | Winai Wongsurawat;Neal, Mark; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008 |