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The Art Of Client Service: 54 Things Every Advertising And Marketing Professional Should Know

The Art Of Client Service: 54 Things Every Advertising And Marketing Professional Should Know

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  • ISBN:9780793167999
  • Editorial: Dearborn Trade Publishing
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:160
  • Idiomas:Inglés,Ingles

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This is a practical resource for advertising and marketing account executives. Writers, planners, researchers and production supervisors should benefit from the down-to-earth advice provided on the care and feeding of the advertising client. Account management is more art than science, requiring a wide-ranging arsenal of talents and skills. At times acting as psychologist, orchestra conductor, or lion tamer, the advertising account executive must be creative and versatile enough to develop top-notch strategy, and also graceful enough to nag, persuade, rebuff and inform - all in a constructive way. Distilling decades of experience, Solomon has compiled a fast-reading, actionable checklist of 54 essential ideas to help advertising professionals merge all these account management skills. The book is geared to the entire account team: writer, art director, planner, researcher, media executive, producer and support staff - anyone who works with clients. Each of Solomon's 54 tips deals with a specific issue that an account manager will undoubtedly encounter when dealing with a client. The answers and insights Solomon provides are grounded with wit, common sense and the wisdom that comes from years of hands-on experience. Readers will learn: the prescriptions for great account work; the steps to take at the start of any assignment; how to write a strategy brief; what makes great creative; the do's and don'ts in client presentations; the elements of a good meeting; and how to "package" themselves

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