Art of Client Service 58 Things Every Advertising and Marketing Professional Should Know

ISBN-10: 1427796718

ISBN-13: 9781427796714

Edition: 2008 (Revised)

List price: $19.95 Buy it from $11.86
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Description:

Distilling decades of experience, advertising executive Robert Solomon has compiled the definitive resource for advertising and marketing account executives: a fast-reading, pocket-size, actionable checklist of 54 essential ideas to help advertising professionals improve their account management skills and strategy. Fully updated and revised, including a new introduction and new chapter on 0;Why Client Service Matters,1;The Art of Client Serviceis geared to the entire account team: writer, art director, planner, researcher, media executive, producer, and support staff-anyone who works with clients. Account executives, and anyone else who deals with clients, will find themselves flinching, laughing, and committing to memory this sound advice, presented through real-life stories of satisfying success and embarrassing failure along the total spectrum of client service. Learn: + How to live the client7;s brand + Why client presentations are as important as new business presentations + How to nail your opening + How to lead with integrity + How to develop your personal style for success
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Book details

List price: $19.95
Copyright year: 2008
Publisher: Kaplan Publishing
Publication date: 1/1/2008
Binding: Hardcover
Pages: 180
Size: 5.75" wide x 8.25" long x 0.75" tall
Weight: 1.012
Language: English

Foreword
Before You Start: And then I got fired...
Introduction
Does Advertising Matter?
Why Client Service Matters
The Work
At the start of an assignment...
Define Success
Be Multilingual
Live the Client's Brand
Agree on a Strategy, a Budget, and a Schedule
Always Manage Client Expectations from the Outset
Take the Word Brief Seriously
Know When to Look It Up; Know When to Make It Up
Make the Creative Team Partners in the Brief
In Writing the Brief, Provide the Client's Perspective
Get the Client's Input and Approval on the Brief
Ask, "What Do My Colleagues Need to Create Great Advertising?" Then Deliver It
Looking at creative...
Always Ask, "Does This Advertising Pass the 'So What' Test?"
Don't Fall in Love with Good Work
Don't Fall for Bad Work
Choice Is Good
Fight about the Work with Colleagues, Fight for It with Clients
Do Not Sell
Bring Your Clients into the Process Early
Respect What It Takes to Do Great Creative
Making presentations...
Client Presentations Are As Important As New Business Presentations
No Understudies on Presentation Day
No Scenery Chewers, No Dead Bodies
Be Prepared to Throw Away the Script
The More Informal You Want to Be, the More Rehearsed You Need to Be
Know Your Opening Cold
Better to Have It and Not Need It, Than Need It and Not Have It
Support What You Say
Listening Is More Important Than Talking
Running a meeting...
Start on Time, End on Time
Have an Agenda and Stick to It (Most of the Time)
Be Brief, Be Bright, Be Gone
Lead the Meeting, Don't Tyrannize It
Always Follow Up
Relationships
Attitude
Judgment Overrides Any Rule
Credit Is for Creative Directors
You Cannot Lead an Account from Your Desk
Avoid the Dark Side
Great Work Wins Business; a Great Relationship Keeps It
We Are Smarter Together Than We Are Alone
Communication
Make No Commitment without Consultation
There Is No No in Your Client Vocabulary
Before You Tell Clients or Colleagues What You Think, Tell Them What You Know
Before You Give Clients What They Need, First Give Them What They Want
How to Write a Letter of Proposal
The Zen of PowerPoint
In a High-Tech World, Be Low-Tech
Trouble
Always Think Endgame
No Surprises about Money or Time
Deal with Trouble Head-On
If Things Go Wrong, Take the Blame
What Happens When I Screw Up?
Socializing
Remember the Personal Side of Business Relationships
Take On the Coloration of Your Clients, But Do Not Compromise Your Character
Mo Matter How Social It Becomes, Never Forget That It's Business
Once a Client, Always a Client
Style and Substance
Make an Investment in Your Personal Style
Invest Some Time (Again) in These Books
One more thing...
Remember to Say "Thank You"
After You're Done: What Makes a Great Account Person?
Index
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