"Advertising Account Manager" - Chapter 1

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Xuất bản 20/08/2015
Companies and organizations employ advertising agencies to initiate, promote and maintain the presence of their products and messages in the public realm. Many advertising agencies are large scale operations that handle many clients. The account manager, sometimes referred to as an account executive, represents the firm and interacts directly with clients. It is his duty to establish, maintain and cultivate the company/client relationship for the benefit of both the client and the firm itself. Education Industry standard dictates that most, if not all, account manager's begin their careers with a bachelor's degree in an applicable concentration, such as advertising, marketing or business administration. Many advertising firms look for preprofessional experience such as internships, work studies, undergraduate research projects and participation in market studies. Sales One major responsibility of account managers is to meet with prospective unsigned clients to gauge their advertising and marketing goals. The account manager must be knowledgeable of the capabilities and expertise of the firm he represents and be able to discuss the potential advantages of working with his firm to prospective clients. Account managers also work with clients to establish a budget for their projects once it is agreed to move forward. Pitching When a relationship between client and firm is commenced, it is a primary task of account managers to pitch project ideas to clients. In many cases, these ideas are generated by an advertising firm's creative department. It is the role of the account manager to communicate differences or objects voiced by the client back to the creative team, to ensure any necessary or requested changes are implemented and to present these changes again until the client solicits their approval. Projects must be completed on time and within budget. Monitoring Account managers must be vigilant to the happiness of their clients, paying strict attention to the success of campaigns and client generated feedback. Additionally, these client management professionals must be on constant look out for not only new clients but for new projects generated within companies that their firm is already working with. This involves a great deal of networking, relationship building and trustworthiness. Multitasking The varied and numerous tasks and responsibilities of advertising account management are amplified in difficulty when considering account managers often have several clients. This juggling act means that managers must judiciously organize their time in order to approach each of their clients often, usually daily. As a result, the position requires a great deal of intangible skills, namely patience, amicability and organization.
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