agency management notes

[vidushi Newbie Member Find all posts View Profile Close vidushi]

4. AGENCY MANAGEMENT
• Account management
o Role of account planning
o Account planning systems
o Attributes of a good Account Planner
• Client servicing
o Characteristics of services
o 7 P’s of services
o Gap Model
o Stages in client-agency relationship
o Issues in client servicing
o Understanding the client’s business
o Key success factors
o Business model
o Understanding client behavior
o Understanding client’s business
o Understanding communication tasks
o Conflict resolution accountability
o Negotiation process
• Client’s evaluation of the agency
o Client’s evaluation of the agency
o Areas of evaluation:
 Expertise
 Objectivity
 Dedication
 Staffing and management
• Marketing plan of the client
o Understanding client’s marketing strategy
o Marketing problem/opportunity definition
o Marketing and advertising objectives as started by the client
o Constraints on strategy formulation and implementation
o Getting better brief from the client
• Setting objectives
o Profit objectives
o Sales and market share objectives
o Setting the overall advertising and promotion budget
o Setting evaluation criteria
• Setting up an Agency
o Nature of agency business
o Stages in setting up a new business
 Concept development
 Environmental scanning
 Market feasibility
 Financial feasibility
 Making a business plan
o Sales Promotion Management
 Importance and role in marketing
 Promotional objectives
 Profit objectives
 Market share objectives
o Trade, retail and consumer promotion
o Consumer Franchise-building versus Non franchise-Building Promotion
o Consumer Sales Promotion tools
 POP materials
 Samples
 Coupons
 Trade promotions
 Rebates
 Premiums
 Combination offers
 Contests
 Sweepstakes
 games
o Trade Sales Promotion tools
 POP
 Trade Allowances
 Sales training program
 Sales shows
 Sponsorships and Event Marketing
o Measuring the effectiveness of Promotional Tools
o Agency finances
 Nature of the agency business
 Sources of income the ‘15%system” and “pro-rating”
 Where the money goes
 Client profitability
 Financial planning
 Model system followed by a leading agency
o Growing the agency
 Agency business management
 New business development
 Growing with existing clients
 Growing with new clients
 Prospecting for new business
 Speculative pitches

[hetamody Newbie Member Find all posts View Profile Close hetamody]

Re: agency management notes

Hi, can u help we with notes of rest of the topics plz