Art of Client Service by Solomon C. Robert PDF

By Solomon C. Robert

ISBN-10: 0585468664

ISBN-13: 9780585468662

ISBN-10: 079316799X

ISBN-13: 9780793167999

Show description

Read or Download Art of Client Service PDF

Similar advertising books

Get The Golden Age of Advertising - The 70s PDF

Either eclipsed and inspired through tv, American print advertisements of the Seventies departed from the daring, image varieties and refined messages that have been general in their sixties opposite numbers. extra literal, extra in-your-face, 70s advertisements sought to catch the eye of a public conversant in blaring, to-the-point television ads (even VW advertisements, identified for his or her witty, ironic statements and minimalist designs, misplaced a few of their punch within the 1970s).

The New PR Toolkit: Strategies for Successful Media by Deirdre K. Breakenridge, Thomas J. DeLoughry PDF

Takes PR to the following point, supplying an entire blueprint for PR approach and execution that pulls on as much as the minute case reports and modern such a lot artistic public family members paintings.

Get And Now a Few Laughs from Our Sponsor with CDROM PDF

Vintage radio advert campaigns from the final fifty years, and the way they used humor to win over audiences And Now a number of Laughs from Our Sponsor deals an in-depth examine probably the most profitable and interesting radio advertisements from the final part century, awarded through advertisements veteran Larry Oakner. An accompanying CD-ROM permits readers to hear the attention-grabbing and humorous ads that chronicle radio historical past.

Advances in Advertising Research (Vol. III): Current by Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin PDF

​Advances in ads examine are released via the eu advertisements Academy (EAA). This quantity is a compilation of analysis offered on the tenth foreign convention on learn in ads (ICORIA) which used to be held in Berlin (Germany) in June 2011. within the face of an ever expanding variety of services and products, in addition to an more and more cluttered media setting, advertisements study is faced with a number of demanding situations.

Extra info for Art of Client Service

Example text

The most important thing to remember is that to avoid brief amnesia, and to preempt clients from using the concept presentation to reinvent the strategy, make your client a partner in the development of the brief. ” Then Deliver It T om Nelson, the cofounder and creative director of The Gardner-Nelson Project, says, “In my experience, account people spend too much time talking about partnership and not enough time practicing it. ” Tom is right. Many account people think the best way to help your colleagues is to be a resource to them.

But that takes time and costs money. It’s not always possible, practical, or even desirable. With many clients, showing more than five concepts can be confusing. It also can imply you are surrounding the strategic challenge, rather than solving it. 45 Generally, the right number of concepts to present is three. It’s large enough to provide the client meaningful choice, yet small enough to compel the agency to select only the very best ideas to present. What do you do if your creative team only comes up with one or two ideas?

38 C H A P T E R 12 Always Ask, “Does This Advertising Pass the ‘ S o W h a t ’ Te s t ? ” T he airwaves are filled with ads that, at best, put the viewer to sleep. At worst, they debase the client’s brand, rather than build it. It is not enough for the work to be on strategy; it has to engage consumers and make them want to pay attention. You can’t influence how people think and act with boring advertising. To achieve those results requires advertising driven by a smart, honest, and emotionally true idea.

Download PDF sample

Art of Client Service by Solomon C. Robert

by Kenneth

Rated 4.14 of 5 – based on 18 votes

Categories: Advertising