Client Relations in Advertising

8.00
Unit I: 
  • Marketing concepts. Marketing Mix and Product mix
  • Marketing Communications
  • Advertising
  • Client servicing Department
  • Client Servicing Executive
  • Principles of Agency-Client relationship
  • Creative Brief from the client
  • Client Portfolio Creation
     
8.00
Unit II: 
  • Brand Positioning.
  • Briefing 360 degree approach
  • Business correspondence(1)
  • Business correspondence(2)
  • Communication with client by mail, automatic response messaging, by phone, meeting appointment
  • Research methods: Market context
  • Research methods: Brand audit
  • Research methods: Consumer print
     
8.00
Unit III: 
  • Research methods:  Competitor’s advertising insight
  • Psychology of communication: Manipulative psychology & Stress management tips
  • Psychology of persuasion
  • Management principles. Time Management & Self-Management
  • Motivation theories
  • Motivation theories
  • Organizational behavior: Personality
  • Brainstorming techniques together with creative team: presentation of the   research data
8.00
Unit IV: 
  • Media Planning – choosing the right media
  • Media planning (Scheduling,Frequency & Reach)
  • Brainstorming with the client
  • Creating effective power point presentation (1)
  • Creating effective power point presentation (2)
  • Creating effective power point presentation (3)
  • Presentation Skills: sell ideas!
  • Body language during presentation/approaching the clients
8.00
Unit V: 
  • Campaign Planning
  • Budgent planning for Campaign
  • Execution level of the campaign
  • Measurement of campaign results (1)
  • Measurement of campaign results (2)
  • Client Crisis communication
  • Communication Follow-up
  • Handling objections and Negotiation
Essential Readings: 
  1. Jaqdish N. Sheth: Clients for life
  2. Danny Meyer: Setting the table – the transforming power of hospitality
  3. Maister, David H., Charles H. Green and Robert M. Galford – The trusted advisor
  4. Rober Solomon – The Art of Client Service
  5. Ries, Al and Jack Trout – Positioning. The battle for your mind
  6. Steel, Jon: Truth, lies and Advertising
  7. John Steel: Perfect Pitch: The Art of Selling Ideas and Winning New Business
  8. Engene Hameroff: The Advertising agency business; the complete manual for management & operation
  9. Todd Sebastian: Tell your clients where to go
  10. Andrew Sobel: All for one: 10 strategies for building trusted client partnership
  11. Andrew Sobel: Making rain – the secrets of building lifelong clients loyalty
  12. John Philip Jones: The advertising business: operations, creativity, media planning, integrated communications
  13. Jack Sissors, Roger Baron: Advertising Media Planning
  14. Andrew Jaffe: Casting for big ideas – a new manifesto for agency managers
  15. Scott Belsky: Making ideas happen – overcoming obstacles between vision and reality
  16. William Wells, John Burnett & Sandra Moriarty: Advertising Principles & Practice
  17. S.A. Chunawala & K.C. Sehia: Foundations of Advertising Theory and Practice
     
Academic Year: 
2018-2019
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