how does account planning differ from traditional advertising research?

Traditional advertising research is concerned with identifying the target markets for promotion, understanding their needs and preferences, and mapping out the competitive landscape. Account planning, on the other hand, seeks to build an understanding of the customer experience and break it down into actionable steps to inform the development of an advertising campaign. Account planning uses a combination of research and analysis to identify customer behavior, product trends and cultural influences, as well as developing insights into the customer psyche and methods of reaching them. It is a more holistic approach, connecting the brand and the customer on an emotional level. Account planning also takes into account the digital world, exploring and refining the brand’s digital presence as part of the planning process.