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Most people in an advertising agency, as in most businesses are involved in lateral-thinking, to one-degree or another. But the the process of research, ideas, and strategic-thinking over the brand is really the job of the account planner (and to some degree, the account handler, where the account handler doesn't have an account planner to work with or fall back on).
Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.
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If you are going for an advertising campaign for the first time then it is necessary for you to go for setup a advertising marketing field. Proper research can help you to get marketing trends.
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