Annexure ‘CD – 01’

FORMAT FOR COURSE CURRICULUM

L T P SW No. TOTAL
Course Title: Client Servicing and Creatives of CREDIT
Credit Units: 3 PS UNITS
Course Level: UG 3rd year DA
Course Code: ADVT-304
2 0 0 2 3 3
Course Objectives:

 To detail how account planning and client servicing relate to advertising industry.
To define and describe client servicing and management through the stages of dialogue.
To review strategies to work with challenging customers and objectively evaluate customer service effort
To familiarize the students with the concept of copy writing as selling through writing
 To train students to generate, develop and express ideas effectively

Pre-requisites:
 Advertising Concepts

Course Contents/Syllabus:
 Weightage (%)
Module I Client Servicing and Account Planning 20%
Descriptors/Topics
 Definition, Importance, Scope and Benefits of Client Servicing
 Service Marketing- Importance and Relevance
 Audience and Media Fragmentation
 Client Agency Relationship
 Role of client servicing
Module II The Planning Process 30%
 Introduction to Strategy & Planning
 Relevance of planners and client servicing in new business pitching
 Defining a Differentiating Brand Purpose: Why a brand purpose is better than a brand positioning, Exploration
of various ways of thinking about brands & strategy.
 Negotiations and art of selling an idea.
 Agency and client interface
 Agency revenue generation process
 Planning models- BAV, Hierarchy of effect, FCB model, AIDA, Aaker Model, Resonance Model

Module III - Creative Process and ideation 30%

 Developing a creative brief
 The Creative Brief & Briefing: Review of the sections on a creative brief, review of many different types of
briefs from various agencies, Discussion on the role of the briefing, Making effective presentations and multi-
media storyboarding.
 Writing Compelling Creative Briefs & Leading Inspiring Briefings.
 Working Through the Creative Process: Working with creative teams and clients through the ideas/ creation
process
 Inspiring the developing message strategy
 Challenger Brands: The Impact of Constraints on Creativity
 Creativity Builders & Killers - How to work to spark creativity and how you might kill it with the wrong
comment, email or document.
Module IV Digital Communication 20%
 Introduction to digital media
 Designing and Building a digital Campaign
 Usage of digital content by brands for brand building
 Contemporary trends in client servicing and account planning

Course Learning Outcomes:

 Describe client servicing and account planning
  Utilize a five-step formula for producing creative marketing ideas or any innovation.
 Identify a target market, plan an effective creative strategy and write a creative brief.
 Write and execute print, radio, television and online/social media advertisements
 Create presentations strategies, consider ethical issues and learn how to work in teams
Pedagogy for Course Delivery:
 Lectures
 Case analysis
 Viewing of successful campaigns in different media
 Use of mediaant.com, barcindia.co.in
 Readings
 Copy writing exercises
 Presentations
 Visual aids
 Assignments
 Question-discussion
 Online resources
 Problem based learning
 Debates
 Collaborative learning
 Formative assessments during class

List of Professional Skill Development Activities (PSDA):

I. Developing presentation skills: To create a pitching strategy for an assigned product or service and presenting the
II. Create a Creative brief: The creative brief is developed BEFORE the actual ads are created. But for this assignment students will develop a Creative
Brief for a campaign that has already launched in the market. Students will work backwards to envision what the Creative Brief that directed the ad
campaign looked like before the creative team produced it.
III. Copy writing exercises will be given in class to improve their creative writing skills and teach how to write for different types of media and different
product categories. In class activity will be evaluated.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%)

100 NA

Theory Assessment (L&T):

 Continuous Assessment/Internal Assessment End Term
(40 %) Examination
(60%)
Components (Drop Copy writing assignment Attendance
down) Presentation Project

Linkage of PSDA PSDA 1 PSDA 2 PSDA 3 No

with Internal
Assessment
Component, if any
Weightage (%)
10% 15% 10% 5% 60%

Text Reading:
1. Solomon, R. (2009). The Art of Client Service, Revised and Updated Edition: 58 Things Every Advertising & Marketing Professional Should Know.
Kaplan Publishing.
2. Jeweler Jerome, (2010) Creative Strategies in Advertising, Wadsworth
3. Wheeler, A. (2017). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.
4. James Young, William Bernbach, (2003) A Technique for Producing Ideas, McGraw-Hill.
5. Kelley & Jugenheimer, (2015) Advertising Media Planning: A Brand Management Approach, Prentice India, New Delhi.
References:
 Jones, J. P. (1999). The advertising business: Operations, creativity, media planning, integrated communications. Thousand Oaks, Calif: Sage
Publications.

Additional Reading:
Magazines:
 Advertising Age
 Brand Reporter
 Brand Equity (Economic Times)
 Campaign
 Pitch
Any other Study Material:

 www.afaqs.com
 www.exchange4media.com
 www.pitchonnet.com
 www.newmediastudies.com
 www.medianewsline.com
 www.indiantelevision.com
 www.televisionpoint.com
 www.ourmedia.org
 www.brandchannel.com
 www.campaignindia.in
 www.brandrepublic.com
 www.adsoftheworld.com
 www.mediasoon.com