动力还是阻力:欧美广告学界对AP功能与价值的研究
刘悦坦
摘要(Abstract)：
《动力还是阻力:欧美广告学界对AP功能与价值的研究》一文在广泛收集最新资料的基础上,就AP制研究这一新鲜的学术课题,分析了欧美广告学界对AP的研究成果以及围绕AP制产生的争议,以期对国内广告学界提供一些借鉴。
关键词(KeyWords)：
基金项目(Foundation):
作者(Author): 刘悦坦
参考文献(References)：
- [1][5][6][7]Steel,J.Truth,Lies and Advertising:The Art of Account Planning[M].New York,Wiley,1998:P12.P18.P19.P42.
- [2]Barry,Thomas E.,Ron L.Peterson,and W.Bradford Todd,The Role of Ac-count Planning in the Future of Advertising Agency Research[J].Journal of Advertising Research.1987,27[1]:P16.
- [3]Feldwick,P.,ED.Pollitt on Plan-ning[M].Account Planning Group,BMP DDB Needham.Oxfordshire,U.K.:AdMap Publications,2000:xiii.
- [4]Rayner,Jane.The Secret Weapon That Has Made a Fortune For Chiat Day[J].Campaign,1984,34[12]:P67.
- [8]Christopher E.Hackley Account planning:current agency perspectives on an advertising enigma[J].Journal of Advertis-ing Research,2003,43[6]:P233.236.
- [9]Pollitt,Stanley.How I Started Ac-count Planning in Agencies[M].In Account Planning.London:Institute of Practitioners of Advertising.1981:P25.
- [10]Steel,J.Truth,Lies and Advertis-ing:The Art of Account Planning[M].New York,Wiley,1988:P36.P76.
- Keith Crosier,Ian Grant,Char-lotte Glmore,Account planning in Scottish advertising agencies:a discipline in transition[M].Journal of marketing Communication.2003,35[9]:P1.P3.
- White,Rob.What Every Account Executive Should Know About Account Planning[M].New York:American Associ-ation of Advertising Agencies,1995:P18.
- Kover,A.J.,S.M.Goldberg,and W.L.James.The Games Copywriters Play:Conflict,Quasi-Control,a New Proposal[J].Journal of Advertising Research.1995,35[4]:P31.
- Margaret A Morrison,Eric Haley.Account Panners'Views on How Their Work is and Should be Evaluated[J].Journal of Advertising.2003,32[2]:P17.P11.
- Adams,Anthony J.The Role of Research in the Future[A].In Transcript Proceedings:Advertising2010:The Next25Years.New York:Advertising Research Foundation,1986:P36.
- Feuer,Jack.Account Planners Put Human Face on Statistics[J].Adweek,1985,15[4]:P44.
- Hedges,Martin.Chiat Expects Ac-count Planning to Hone Strategy[J].Ad-week,1982,13[8]:P45.
- Vaughn,Richard L.Creativesversus Researchers—Must They be Adversaries[J].Journal of Advertising Research.1982/1983,22[6]:P46.
- Wells,William D.Point of View:How to End the Never Ending[J].Journal of Advertising Research.1983,23[2]:P67.
- West,D,andJ.Ford.AdvertisingAgency PhilosophiesandEmployeeRisk-taking[J]Jour-nalofAdvertising.2001,30[1]:P79.