JOUR 285 Lecture Notes - Lecture 9: Psychographic
10 Oct 2018
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Facilitating a client meeting: agency meeting with client presenting strategy ideas and rationale that supports them, account manager prepares and calls for a meeting with the client using the same principle as internal meetings. Develop an agenda and provide with preparation requirements: accounts manager orchestrates how the meeting goes. Determines each persons role in the meeting: we thought about your problem and here is our recommendation to solve it. The agency can only produce what the client approves of. List of items to be covered in a meeting. Don dickinson: involvement of the creative team. Account planner can meet with the creative team: whether the creative brief receives client approval before creative work starts. Only doing what a client has approved of. Additional client input that helps the agency craft creative efforts: account manager and creative brief. State a metric where the advertising is intended to have an impact on consumer knowledge / attitude / behavior.
