How will you carry out the daily business operation of this advertising company? Why?

The account manager can make use of the appropriate resources in the advertising company to ensure that the customer service provided is suitable for the customer's business needs and ensure the smooth implementation of the advertising project. From the perspective of daily operation, customer management refers to setting up a special team for a specific project, conveying the opinions of advertising companies through formal channels, providing services and setting time limits and budgets. The account manager will be ultimately responsible for ensuring that all the operations of the advertising company are effective and the project can be completed within the set time limit and budget. The customer management team is hierarchical. The most common positions (starting from senior positions) are: management representative, account director, account manager and account manager assistant. Not every customer needs to have all the above titles, and the preparation of each position is also based on specific needs. If the design creative service department says that the "products" of an advertising company are advertisements created by it, then the creative service team is responsible for producing these products. Advertisements can take many forms (TV advertisements, radio advertisements, printed advertisements, outdoor billboards, etc.). ), but it is generally called "creativity" or "work". Creativity is usually done by two groups. Copywriting design (text) and artistic director (picture) cooperate to design the embryonic form of advertisement, including TV storyboard, printed layout and broadcast draft. Creative teams can work together successfully for many years-usually through firing, hiring and promotion. The creative director of the advertising company is responsible for supervising the two groups, and is also responsible for the approval of the works before they are submitted to the customers. Although creative directors rarely engage in advertising creation in person, they have a great influence on the designed works. The creative director also helps to guide each group to ensure the uniqueness and attraction of the work and the correctness of the strategic direction. When a radio or television advertisement is ready to air, the producer begins to join the group. Producers are responsible for coordinating the external resources needed to make advertisements-if it is a TV advertisement, it may involve a large group: advertising directors and their production companies, actors and voiceover artists, film editors, musicians, etc. Producers must estimate the cost of advertising production, sign contracts and coordinate the whole production process. Business managers perform similar functions, including advertising printing, cost estimation and coordination of all the work in the whole process. In addition, the sales manager is also responsible for obtaining all the required advertising materials. He sends print advertisements to the appropriate magazines, while TV advertisements are sent to the appropriate TV networks. Media Planning and Purchasing Department Generally speaking, the largest part of the marketing staff's budget is used to buy media, so the media planning and purchasing department shoulders the heavy responsibility. The media planner is responsible for determining how to convey the creative information to the target group most effectively, that is, how to radiate it to the widest possible target consumers at the lowest cost through the combination of TV, radio, magazines and other media. The result of their research and analysis work is the media plan. The format of media plan is similar to calendar, which plans the time and place of various advertisements. The effectiveness of media planning can be measured in many ways. Here are some of the most important measures: 1. Coverage: the percentage of the target group exposed to advertisements; 2. Frequency: the average number of times consumers in the target group contact advertisements; 3. Effective coverage: Also known as "3+ coverage", it refers to the percentage of target people who have contacted advertisements for more than three times. The media buyer accepts the media plan according to the planner's suggestion, and then negotiates the purchase issue on the principle of saving as much as possible. The practical experience of media buyers can often have an immeasurable impact on the grasp of timing and methods in these affairs. In the huge media budget of customers, even a small technological change may lead to a lot of money savings. Research and Customer Planning Department Since the 1920s, advertising design companies have taken the initiative to conduct research. Historically, this kind of research has been focused on helping advertising companies and customers answer specific business questions. For example, a perfume manufacturer may want to know: 1. Do consumers like this new perfume? 2. What kind of packaging is more attractive? 3. Can the main information in the advertisement be effectively conveyed? 4. What is the market share of competitors? Although traditional research is very useful for specific aspects, it is usually not an integral part of the creative design process. All this has changed with the rise of customer planning. Customer planning first started in Britain in the 1960s, which can help us to know more about consumers' attitudes, including their attitudes towards consumer brands. By holding in-depth discussions with a small group of consumers, advertising companies can fully understand the needs and opinions of consumers, and the amount of information far exceeds the national survey. Account planners use this information in a unique way. They don't simply report some facts, but make them into fascinating stories, forming the basis of brand positioning, product unique advantages and even advertising stories. Produce valuable ideas. Although the way any two advertising projects operate