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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 31
CLIENT ­ AGENCY RELATIONSHIP
OVERVIEW
In this lecture the requirements of a good client and its relationship with agency will be further
explained. On the other hand the basic requirements of holding on to clients will be discussed.
It will be further apprised that basically an agency is always walking on a tight rope however, if
it is naturally and insecure agency then it should expect rough passage.
HOW TO KEEP CLIENTS (10 Ways):
In order to convince the client of an agencies proficiency and command over the understanding
of the client's requirement it is essential that the agency should and sure proper service,
creative campaign ideas and the launch of campaign based on various aspects of market and
target audience. In this regard there are ten ways to achieve this effectively.
1.
Devote your best brains to the service of your clients.
2.
Avoid hiring unstable, quarrelsome executives.
3.
Avoid taking on clients who have a record of firing agencies regularly.
4.
Keep contact with your clients at all levels.
5.
Begin preparing another campaign as soon as one has been approved by the client.
6.
Try to see things from the client's perspective.
7.
Never refuse a client on a pretext of having a previous engagement.
8.
Better admit mistakes & do so before you are charged with them.
9.
Always rehearse you presentations before presenting to clients.
10.
During a presentation while reading aloud never depart from printed text.
HOW TO BE A TOP ACCOUNT EXECUTIVE:
The most important factor in an agency is the office of accounts executive it is he who has
direct contact with the client, reads clients mind and works in coordination with the creative
team to translate the requirement of the client into a forceful campaign. In order to be a top
accounts executive it is mandatory that such executive should have following qualities in
him/her.
·  Be Ambitious but not Aggressive: As explained above the accounts executive should be
sharp and be able to understand and read the mind of the client get it is essential that
through his deliberations with the client he may sound ambitious yet at no time should
show aggressiveness.
·  Don't be Arrogant: The account executive must be very humble, soft spoken and
concentrate.
·  Read as much as Possible: An account executive can only be efficient and convincing if
he or she be fully aware of the market and the different trends. Besides this he should
have access to various surveys conducting and available about the product of the client.
·  Study Advertising Trends of Market: It is also essential that the account executive
should be fully alert to the prevalent advertising trends of competitors in the market.
·  Develop the Mind for Team Work: The account executive should always have the
ability to develop a team and to get the best out of it.
Eight Points of Advice
The account executive can only be the best if he/she adheres to certain principles as he or she is
bound to be confronted with unexpected and undesirable situations. It is the handling of these
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Advertising and Promotion (MKT621)
VU
situations which will win the battle for the account executive. In this regard following eight
points of advice can prove useful and important.
1. When blackballed don't be disheartened: If at any time the idea presented by the
account executive is rejected he or she should not be dishearten and prepare alternatives.
2. Be a good marketer: The account executive should be a person who can sell his concept
buy his ability to do so and the information regarding the market.
3. Learn to make good presentations: In this competitive world the most effective method
of presenting an idea to the client is through the making of good presentations, these can
be done through overhead projectors, slides and computer aided multimedia
presentations.
4. Make friends with clients: Those accounts executives who have good contacts and
friendly relationship with the clients are bound to win more accounts and benefits for
their agencies.
5. Do not discuss client's business in transit: Clients business are to be treated in
confidence and should never be discussed in open with friends or fellow professionals
because the leaking of a good idea of the client may hurt future business prospects.
6. Keep their secret papers under lock & key: All notes, papers regarding the client's
campaign should never be left open and always kept under lock and key.
7. Conveying an idea to the mind of a copywriter should be done privately & tactfully:
The idea derived or conceived after the discussion with the clients should be conveyed to
copy writer privately and tactfully so that the creativity of the copy writer meets the
requirement of the client.
8. Be brave in admitting your mistakes: During the process of creating an idea or a
campaign and the subsequent launching there are bound to be short coming and mistakes.
A smart account executive should be cognizant of these and the ready to admit them once
identify ensuring that these are not pointed out by the client or third party to undermine
your effort.
Three Points for Consideration
In this century there is strong competition for similar products by various manufacturers this is
resulting in excessive use of marketing and advertising techniques as a result there is high
demand for account executives but despite this in view of the vulnerability of the agencies
because of performance the job security to the advertising processionals is much less than other
professions. Therefore, the top account executives have to keep the following three points for
consideration before adopting this profession.
A.
HIGH DEMAND for Account Executives.
B.
LESS JOB SECURITY than other professions.
C.
LESS FRINGE BENEFITS than other businesses.
KEY TO MANAGE ADVERTISING AGENCY:
The important component in the advertising scenario is an advertising agency. The success of
an advertising agency lies in its proper management as managing an advertising agency is just
like managing any other creative organization. Over a period of time the experience of various
advertising agencies and its managers the following points are a good key to manage an
advertising agency.
·  Admire people who work hard: This will result in better output and the requirement of
fewer employees.
·  Admire people with first class brains: An advertising agency always needs brainy
people but it is essential that the brains are also combined with intellectual honesty.
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Advertising and Promotion (MKT621)
VU
·  Do not employ nepots or spouses: Generally such employees breed politics therefore
such practices should be discouraged.
·  Admire people who work with gusto: You have to see and admire those who are
enjoying what they are doing.
·  Admire self confident professionals: The advertising agency should respect an admire
those who do their work diligently and with excellence.
·  Admire people who hire subordinates who are good enough to succeed them:
Generally this means that such people are good enough and the do not feel insure thus
will always give the best output.
·  Admire people who build their subordinates: The agency should encourage the people
who died and build their subordinates because in case of additional requirements the
agency will not have to go outside to fill important jobs.
·  Acquire people with gentle manners: The quarrelsome people are detrimental to the
interest of the agency. It is therefore essential that to manage an advertising agency in the
best possible and acceptable ways to acquire and admire the people with gentle manners
that will treat the others as human beings.
·  Admire well organized people: Those employees who work hard and deliver their work
on time must be admired fully so that they feel encouraged and give the best output.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD