In advertising, what is a key task performed by the account planner related to the target market?

The role of an account planner is fundamentally centered around understanding the target market, which is why gathering consumer insights is a key task. This process involves conducting qualitative and quantitative research to explore consumer behaviors, attitudes, preferences, and motivations. By deeply understanding the target market, account planners can provide valuable insights that inform the creative strategy and messaging of advertising campaigns.

These insights help to ensure that the campaign resonates with the intended audience, ultimately leading to better engagement and effectiveness. Moreover, the account planner's insights guide the overall marketing strategy, ensuring that it aligns with consumer expectations and needs, thus enhancing the potential for success in advertising efforts.