Organisation And Management Of PRAD Agencies at Babcock University | Flashcards & Summaries

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Lernmaterialien für Organisation and Management of PRAD Agencies an der Babcock University

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The four stages in the relationship cycle between the ad agency and the advertiser
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  • Pre-relationship stage
  • Development stage
  • Maintenance stage
  • Termination stage
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Pre relationship stage
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 This is the stage before the agency and the client begin an official relationship.
Here the only knowledge they have of each other is from their reputations.
The agency pitches previous promotions they have done for other brands
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They development stage
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This is also known as the Honeymoon stage.
At this stage the rules of engagement have been clearly spelt out.
Both parties are at peak optimism, both eager to please the other party.
At this stage mistakes are easily forgiven and expectations are high.
At this stage challenges may start to pop up as the agency performs the first task for the advertiser.
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Problems that may arise during the development stage

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  • The agency may be unable to understand the client's goals 
  • The agency overpricing their services
  • The client's inability to provide a good enough brief to assist the agency with their work.
  • Refusal to pay for services rendered.
  • Inability to meet deadlines
  • Lack of cooperation on the part of either party.
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Maintenance stage
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The client agency relationship cycle gets to this stage after 3 years.
This stage is day to day working relationship between the client and agency.
At this Stage both parties are only tolerating each other. Any slip up may lead to termination of the relationship.

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The termination stage
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This stage is inevitable. The cycle reaches this stage after 5 to 6 years.
This stage is marked by irreconcilable differences between both parties.
It is important to end a relationship on a good note.
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What could cause the irreconcilable differences in the termination stage
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  • The agency's inability to deliver on time
  • The agency's inability to meet expectations
  • The agency being unable to adapt with changes within the client's organisation
  • A situation where the agency takes up the account of a competing client
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Why would an agency taking the account of a competing client be a problem
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  • There will be conflict of interest
  • The agency may try to satisfy both parties but in the end one will suffer
  • The client is at risk of having agency secrets exposed
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What are the 4 C's of managing client angency relationship
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  • Communication
  • Chemistry
  • Conduct
  • Changes
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What are some problems in the conduct of any party that may lead to termination of account
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  • Lack of respect for the work of the agency
  • The client not providing accurate and timely information.
  • The services rendered by the agency may not be valued by the client anymore
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Ways to build and improve chemistry between client and agency
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  • Gain an understanding of their personal interests
  • Research their business and find their pain points.
  • Identify things they have in common with members of the agency
  • Weave conversations from shared interests
  • Build employees to stand on a united front
  • Match solutions to their specific needs.
  • Don't begin conversations with money
  • Giving gifts
  • Show enthusiasm
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TESTE DEIN WISSEN
Other ways to maintain the relationship between the client and agency
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TESTE DEIN WISSEN
  • Working in partnerships: both parties should see each other as equals. There should be mutual respect between both parties.
  • They should set expectations early, define goals and performance metrics. The client should clearly communicate what is expected of the agency and how progress will be measured. The agency should also clearly communicate their expectations of the client, workflow process, timeline and deliverables and explain tactics.
  • Both parties should establish open lines if communication and make themselves available for Honest feedback, strategy discussion and creative development process.
  • Respect, empathy and understanding. The agency should familiarise themselves with the client's business and team members. The client should trust the expertise of the agency
  • The clients should compensate fairly for the service rendered by the agency and the agency should not overcharge.
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  • 2216 Karteikarten
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  • 13 Lernmaterialien

Beispielhafte Karteikarten für deinen Organisation and Management of PRAD Agencies Kurs an der Babcock University - von Kommilitonen auf StudySmarter erstellt!

Q:
The four stages in the relationship cycle between the ad agency and the advertiser
A:
  • Pre-relationship stage
  • Development stage
  • Maintenance stage
  • Termination stage
Q:
Pre relationship stage
A:
 This is the stage before the agency and the client begin an official relationship.
Here the only knowledge they have of each other is from their reputations.
The agency pitches previous promotions they have done for other brands
Q:
They development stage
A:
This is also known as the Honeymoon stage.
At this stage the rules of engagement have been clearly spelt out.
Both parties are at peak optimism, both eager to please the other party.
At this stage mistakes are easily forgiven and expectations are high.
At this stage challenges may start to pop up as the agency performs the first task for the advertiser.
Q:

Problems that may arise during the development stage

A:
  • The agency may be unable to understand the client's goals 
  • The agency overpricing their services
  • The client's inability to provide a good enough brief to assist the agency with their work.
  • Refusal to pay for services rendered.
  • Inability to meet deadlines
  • Lack of cooperation on the part of either party.
Q:
Maintenance stage
A:
The client agency relationship cycle gets to this stage after 3 years.
This stage is day to day working relationship between the client and agency.
At this Stage both parties are only tolerating each other. Any slip up may lead to termination of the relationship.

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Q:
The termination stage
A:
This stage is inevitable. The cycle reaches this stage after 5 to 6 years.
This stage is marked by irreconcilable differences between both parties.
It is important to end a relationship on a good note.
Q:
What could cause the irreconcilable differences in the termination stage
A:
  • The agency's inability to deliver on time
  • The agency's inability to meet expectations
  • The agency being unable to adapt with changes within the client's organisation
  • A situation where the agency takes up the account of a competing client
Q:
Why would an agency taking the account of a competing client be a problem
A:
  • There will be conflict of interest
  • The agency may try to satisfy both parties but in the end one will suffer
  • The client is at risk of having agency secrets exposed
Q:
What are the 4 C's of managing client angency relationship
A:
  • Communication
  • Chemistry
  • Conduct
  • Changes
Q:
What are some problems in the conduct of any party that may lead to termination of account
A:
  • Lack of respect for the work of the agency
  • The client not providing accurate and timely information.
  • The services rendered by the agency may not be valued by the client anymore
Q:
Ways to build and improve chemistry between client and agency
A:
  • Gain an understanding of their personal interests
  • Research their business and find their pain points.
  • Identify things they have in common with members of the agency
  • Weave conversations from shared interests
  • Build employees to stand on a united front
  • Match solutions to their specific needs.
  • Don't begin conversations with money
  • Giving gifts
  • Show enthusiasm
Q:
Other ways to maintain the relationship between the client and agency
A:
  • Working in partnerships: both parties should see each other as equals. There should be mutual respect between both parties.
  • They should set expectations early, define goals and performance metrics. The client should clearly communicate what is expected of the agency and how progress will be measured. The agency should also clearly communicate their expectations of the client, workflow process, timeline and deliverables and explain tactics.
  • Both parties should establish open lines if communication and make themselves available for Honest feedback, strategy discussion and creative development process.
  • Respect, empathy and understanding. The agency should familiarise themselves with the client's business and team members. The client should trust the expertise of the agency
  • The clients should compensate fairly for the service rendered by the agency and the agency should not overcharge.
Organisation and Management of PRAD Agencies

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