STRATEGIC PLANNING BEYOND ADVERTISING AGENCIES: APPLICATION TO THE SPANISH CASE

Abstract

Today, strategic planning is having a greatdevelopment in Spain. His arrival in Spain in 1990 wasthrough advertising agencies, in the same way when it wasborn as a discipline in 1968 in the UK. However, in 40years, advertising, media and consumers have evolvedconsiderably and therefore, it is increasingly necessary theplanner to be present in other businesses, not justadvertisers, but media agencies, brand consultants, etc. Thefirst part of this article is a theoretical review to see thestatus of the issue and, in the second, it is applied to the caseof discipline in Spain through an empirical study tounderstand the reality of business in that country.

Index Terms- Advertising, Consumer, Strategic Planning,strategy.