Advertising for Account Holders (RLE Marketing)

Advertising for Account Holders (RLE Marketing)

by Nigel Linacre


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The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner's role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.

Product Details

ISBN-13: 9781138966154
Publisher: Taylor & Francis
Publication date: 01/20/2016
Series: Routledge Library Editions: Marketing Series
Pages: 202
Product dimensions: 6.25(w) x 9.25(h) x (d)

About the Author

Multivolume collection by leading authors in the field

Table of Contents

1. Introduction Part 1: Account Handling 2. It’s An Ad World 3. What Flavour is Account Handling? 4. How to Master the Everyday Detail Part 2: Creating Campaigns 5. Getting Into Gear 6. The Big Media Decision 7. Putting the Brief In 8. How to Help Your Creative Team 9. What’s the Big Idea? 10. Sell, Sell, Sell 11. Buy, Buy, Buy 12. Into Production 13. Will It Do The Job? Part 3: The Rest 14. How to Support The Campaign 15. Amazing Clients 16. How to Use The Agency Systems 17. Managing Money and Politics 18. How to Handle Meetings 19. Winning More Business 20. For Advertisers Only 21. Our Acceptable Face 22. Getting Better All the Time

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