Client Relations in Advertising

8.00

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

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

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

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

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

References: 

Jaqdish N. Sheth: Clients for life Danny Meyer: Setting the table – the transforming power of hospitality Maister, David H., Charles H. Green and Robert M. Galford – The trusted advisor Rober Solomon – The Art of Client Service Ries, Al and Jack Trout – Positioning. The battle for your mind Steel, Jon: Truth, lies and Advertising John Steel: Perfect Pitch: The Art of Selling Ideas and Winning New Business Engene Hameroff: The Advertising agency business; the complete manual for management & operation Todd Sebastian: Tell your clients where to go Andrew Sobel: All for one: 10 strategies for building trusted client partnership Andrew Sobel: Making rain – the secrets of building lifelong clients loyalty John Philip Jones: The advertising business: operations, creativity, media planning, integrated communications Jack Sissors, Roger Baron: Advertising Media Planning Andrew Jaffe: Casting for big ideas – a new manifesto for agency managers Scott Belsky: Making ideas happen – overcoming obstacles between vision and reality William Wells, John Burnett & Sandra Moriarty: Advertising Principles & Practice S.A. Chunawala & K.C. Sehia: Foundations of Advertising Theory and Practice

Academic Year: