Advertising Basics! (Response Books) by J Vilanilam

By J Vilanilam

This ebook introduces the reader to a short background of the evolution of ads on the earth and in India, together with: the commercial and social value of ads; the position of advertisements enterprises within the construction and dissemination of ads during the media; and peculiarly, the sensible features of purchaser servicing and duplicate construction for various media

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A number of studies have shown that people make up their minds about the people they meet in the first two minutes after a meeting. Use all the techniques you can to get the decision in your favour. Be appropriately clothed, well groomed and above all, be on time. 48 advertising basics! 2. The second thing that people notice about you is the way you speak. Verbal communication skills are critical. Speak English, Hindi or your local language. Do not mix up your metaphors or your languages. Mind your Ps and Qs.

Both positive and negative impressions have to be recorded by each member. The client’s top executives (the Chairperson/CEO/MD, Heads of Departments and all who handled the selection process) can make their final choice. The client company has to inform the selected agency about its decision as quickly as possible. Let the agency not receive the news through the grapevine or from the market. Let them know it straight from the horse’s mouth. If the agencies that were not selected want a meeting with the client to ascertain what their strengths and weaknesses have been, according to the judgements of the client’s executives, that should be conducted as quickly as possible.

46 advertising basics! What are the Jobs in a Communications Agency? Broadly, an agency can be divided into the account management (client servicing), creative, production, media, research, support services and administration departments. Account Management Today, most agencies hire young business school graduates as account management trainees. After training and probation, on confirmation they are designated as account executives. The promotion ladder usually begins with the Senior Account Executive, then the Account Group Head, Account Supervisor, Account Manager/Director, Branch Manager, General Manager, Vice-President, Executive VicePresident and finally the CEO of a company.

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