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- W113017897 abstract "In the 1990s, Spanish advertising companies started using strategic planning professionals and in particular, those called Strategic Planners, as an answer to the need for a more scientific rather than “intuitive” method when it comes to solving the various advertising problems. (Zambardino, A. & Goodfellow, J., 2003) The aim of the study is to analyse the role of the Strategic Planner as a developer of the work methods in the company and to study the relationships of the Planner on an inter- and extra-departmental level. An online survey was carried out on a cross-section of 150 professionals from different areas: advertisers, agencies, media and researchers. The result was a functional descriptive analysis of the tasks carried out by professionals of Strategic Planning. A statistical analysis of the resulting data from the research was carried out, presented in a set of graphs, which facilitated the study and later interpretation of the results obtained. The visual representation of the results allowed us to glean the following information: Based on the results obtained, it can be said that the different players recognise the existence of the figure of the Strategic Planner, which has generated changes in ways and methods of working: it improves the communication in the company, brands and products, and contributes therefore to the messages being more efficient. The possible repercussion of the research presented is that of professionally dignifying and introducing more intensely the figure of the Planner into the area of communication." @default.
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- W113017897 date "2010-01-01" @default.
- W113017897 modified "2023-10-18" @default.
- W113017897 title "IMPORTANCIA DE LA FIGURA DEL PLANNER: SUS COMPENTECIAS REALES. APORTACIÓN Y EVOLUCIÓN COMO REPRESENTANTE DEL CONSUMIDOR EN LAS EMPRESAS PUBLICITARIAS" @default.
- W113017897 doi "https://doi.org/10.7263/adresic-003-06" @default.
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