Abstract
Effective advertising campaigns are based on a systematic and detailed analysis of product, market, media, and consumer information. Advertisers and their agencies conduct a considerable amount of in-house research, especially personal and focused group interviews, to understand consumers' motivation and decision processes. This philosophy of scanning the environment, conducting research, and obtaining consumer insights in the development of an advertising campaign is essentially known as strategic planning (Gatignon and Burke, 1991).
Recommended Citation
Garcia, Leonardo R. Jr.
(1998)
"Strategic Planning in the Philippine Advertising Agency Business: A Practice, a Trend, or a Dream?,"
DLSU Business & Economics Review: Vol. 10:
No.
2, Article 2.
DOI: https://doi.org/10.59588/2243-786X.1400
Available at:
https://animorepository.dlsu.edu.ph/ber/vol10/iss2/2
