LSC How to Get the Best Creative Work from Your Agency

5th Edition

By Nancy Salz

Publication Date: Apr 27, 2005

ISBN:0073542172 / 9780073542171

Language: English

This product will be shipped to you.

more info

Imprint: Learning Solutions Publisher: McGraw-Hill Education Dimensions: 8.8 X 5.9 Inches (US)

Summary
Table of Contents

Main Description

How to Get the Best Creative Work from Your Agency: Advertising, Interactive, and other Marketing Communications, fifth edition

Since publication of the first edition of Nancy Salz’s classic guide, thousands of marketers like you have gained the insights and skills to work most productively with their agencies to get the best advertising, direct response, promotion, and other marketing communications faster, with fewer hassles and often at less cost.

Now this invaluable book has been extensively revised, especially in the interactive media: Web sites, Web advertising, and other interactive communications.

You’ll discover how to . . .

• Consistently get your agency’s best work

• Quickly build a collaborative relationship with your agency team by using Salz’s seven-step process

• Lead and motivate your agency at every step of the development process

• Avoid mistakes that can hinder team productivity

• Smooth out an occasionally (or frequently) rough relationship

Make sure the time and money you spend with your agency gets you the best. This popular resource provides the guidance that brand, marketing and communications managers, entrepreneurs, and anyone involved with external creative resources need for success.

LSC How to Get the Best Creative Work from Your Agency

PART I: RELATIONSHIP INSIGHTS(Applies to All Marketing Communications)

Chapter One: The Real Power Behind Great Marketing Communications

Chapter Two: What Makes Agency People Tick

Chapter Three: The Collaborative Teamwork Relationship: What It Is and Why It Produces the Best Communications

Chapter Four: What It Takes to Get the Best

Chapter Five: The Collaborative Teamwork Relationship: Seven Steps to Establish It

PART II: MANAGING DURING CREATIVE DEVELOPMENT(Advertising, Direct Response, Promotion— Some Application to Interactive)

Chapter Six: Getting the Creative Process Off on the Right Foot

Chapter Seven: How to Review Advertising, Promotion and Direct Response—Even If You Don’t Know a Good Idea When You See One

Chapter Eight: Internal Approvals and Advertising Testing

PART III: INTERACTIVE AGENCY SPECIFICS(Interactive Only)

Chapter Nine: Managing Your Interactive Agency— You Already Know More Than You Realize

PART IV: ADVERTISING AGENCY SPECIFICS(Advertising—Some Application to Direct Response Advertising and Promotion Advertising)

Chapter Ten: Advertising Agency Organization

Chapter Eleven: How to Get Things Done: A Guide to Day-to-Day Management of Advertising

Chapter Twelve: Working as a Team During Television, Radio, and Print Production

Chapter Thirteen: The Advertising Regulatory Approval Process

PART V: A FOUNDATION FOR COLLABORATIVE TEAMWORK(All Marketing Communications)

Chapter Fourteen: A Personal Contract for Team Members

PART VI: CASE HISTORIES AND APPENDIX

Case Histories: Analysis and Solutions

Appendix: THE 2004 SALZ SURVEY OF ADVERTISER-AGENCY RELATIONS

Index