JOUR 285 Lecture 32: 285 - 32
19 Dec 2018
School
Department
Course
Professor
Document Summary
Entertainer: taking clients to social engagements, positive client relations, entertaining at agency"s expense, pay special attention to their spouse. Critic: account manager must critique others, objective / compassionate / insightful / instructive, initial reaction is important. Ethicist: account manager makes decisions on ethics, advertising claims, media and vender chargers, client billing, presentation of creative ideas, anything that consumer can perceive as an attempt to deceive is a no go, agency billing practices. Psychic: ability to see things that are not visible or evident in the present, predict how people will react or behave, avoid certain scenarios, see problems before they happen, visualize successful scenarios. Strategist: where good ad campaigns are born, account manager responsible for strategic leadership, writing strategy statements, be a systems thinker. Account planner: specialist at consumer motivational research, make sure customers pov is represented, make emotional connection with audience, represent client creatively.
