What is the main responsibility of an account planner?

The primary responsibility of an account planner is to gain insights about the target market. This role is crucial in the advertising process because it involves understanding the desires, motivations, and behaviors of consumers. Account planners conduct research and analyze data to inform strategic decisions, ensuring that advertising campaigns resonate with the intended audience. This deep understanding of the target market helps shape the creative direction of campaigns, ultimately leading to more effective messaging and communication.

In contrast, the other options focus on different aspects of the advertising process. Creating advertising scripts pertains to creative development, designing visual elements is central to graphic design and art direction, and managing client budgets falls under financial management and account management. While each of these roles is important in advertising, they do not directly address the core function of an account planner, which is centered on consumer insights and strategic planning.