-ABSTRACT-
The study on the perception of the utility of account planning and problems resulting from its introduction to Korean ad agencies
Lee, Kyung Yul. Ph.D.
Assistant Professor Dept. of Journalism and Mass Communication Dong-A University
The purpose of this study is to investigate how much Korean advertising agencies need account planning facing the changes and restructuring surrounding Korean advertising industries, along with the problems and obstacles resulting from the introduction of account planning. Survey and in-depth interview were conducted to collect data from a total sample of 173 advertising practitioners. Chi-square and ANOVA were conducted to test two research problems of this study. The empirical findings showed there are statistically significant differences in perception concerning the necessity of introduction of account planning among marketers, AE, creative personnels, and media planners. The results of this study also showed there are no statistically significant differences in perception concerning the functions of present planning system and that of account planning. Concerning the problems and obstacles resulting from the introduction of account planning, it turned out that there are several problems and obstacles resulting from the introduction of account planning, which are the conflicts between AE and planners regarding the responsibility and role of advertising planning, the lack of understanding of advertisers, and the introduction of "Fee" system instead of present commission system. In short, it is concluded that it takes time until account planning is introduced and accepted to Korean advertising agencies.