HomeDLSU Business & Economics Reviewvol. 10 no. 2 (1998)

Strategic Planning in the PhilippineAdvertising Agency Business:A Practice, a Trend, or a Dream?

Leonardo R. Garcia Jr.

Discipline: Business and Economics



Effective advertising campaigns are based on a systematicand detailed analysis of product, market, media, and consumerinformation. Advertisers and their agencies conduct aconsiderable amount of in-house research, especially personaland focused group interviews, to understand consumers'motivation and decision processes. This philosophy of scanningthe environment, conducting research, and obtaining consumerinsights in the development of an advertising campaign isessentially known as strategic planning (Gatignon and Burke,1991).