AE是什么？.docx

AE是什么?AE是什么？WhatisAE?Advertising,consultingandotherprofessionalcompanies,thereisajobcalledAE.TheresponsibilityofAEistonegotiate,liaise,proposeandcollectaccountswithclients,andtoformulatepolicies,coordinateresources,distributeworkandsupervisetheprocess.Therefore,arealAE,notaspullbusinesssalesmansosimple,heshouldbefani1iarwiththesales,marketresearch,professionalknowledgeofplanning,design,production,mediaandsoon,alsohavecertaindegreeofinterpersonalability.Whatdoyouhaveinmind?Whenitcomestoasking,1thinkofasmallthing.OnceIwasgoingsomewhereonabusinesstrip,andafriendaskedmetobuyhimashirt.Afterfinishingthework,thinkofafriend,Sexhortationstothestore,inthefaceofhundredsofshirts,foundproblems:Whatkindofshirtdofriendsneed?Cotton,polyester,wool,siIkormixedmaterials?Doyoulikered,green,yelloworcolorful?Expensivebrandnamesoreconomicalones?WhatshouldIdo?Originallyaverysimplelittlething,becausethelackofthenecessarypremise-requirements,sothatpeopleareinthehandsofnowhere.1calltoaskfriends,askhimwhatlovestyles,colorsandprices?Butmyfriendsdon,tknowwhatyouwant,hepolitelysaidtome:you1ookatit!Go!NopriceIcanonlybuyshirtsformyownjudgement.sforwhetherfriends1ikeit,it,sonlybychance.Fortunately,thisisjustashirt,evenifthefriendisnotsatisfiedwiththrowing,theproblemisnotbig.However,ifyoumeetacustomer,asWClIasmyfriendsingeneral,thenyouhavetofaceisnotashirt,ofteninvolvingthedevelopmentofenterpriseshavesignificantrelationswiththeimplementationoftheplanningprogramandprogram.Asamatteroffact,thiskindofcustomerI'vemet,andnotjustonce.Whentheyentrustuswithplanning,theyoftendonothavespecifierequirementsormakenospecificdemands-justlikemyfriend.WhenIworkedinanadvertisingcompany,Ireceivedacal1fromanoldclientandaskedmetoadvertiseforhisnewproduct.Hurryupandhelpmeoutwithanadvertisement!andhurriedlyhungupthephone.Iknowheistheboss,busybusiness,cannotbeartodisturb.ButIdon'tseetheproduct,Idon'tknowthemarket,andIdon,tknowwhattherequirementsareHeknowsnothingabouttherestoftheworldexceptthathewantsanadvertisement.Howdoyougetout?It,ssoeasytocallthebossandaskquestions.Thebossthoughtforamoment:thisrequest,itwillbelike'delicious'likethataditAndfinalIyadded,Ibclieveinyourstrength.Thiscasecomesoulwithoriginality,itseffectiveness,needlesstosay,thecustomer,evenmyself.Thiskindofcustomergenerallyexiststhreeproblems:first,tooneselfneedwhatisnotveryclear;two,fromthisdonotknowwhattoputforwardrequirements;three,theprofessionalcompanyhasblindexpectations.Customersdon,tknow.Itdoesn,tmatter.Professionalcompaniescanhelpcustomerssortoutproblemsanddefineproblems.Howdoyouserveyourcustomersifyoudon'tknowyourowncompany?Therefore,Ialwayswanttoaskmyselfwhetherthecustomer,sdemandisclear,whethertherequirementisclear,whethertheinformationissufficient,whethertheresourcesareinplace,thegoalisreasonable,etc.Tomakeclearthisseriesofproblems,wemustrelyonprofessionalcompaniesandcustomerstoconductgoodcommunicationwitheachother.Aprofessionalcompanyshouldhaveacompetentpersonwhoissolelyresponsibleforcommunicatingwiththecustomer,whoisAE.Whatistwoand?E?I,veseenapassagewrittenbyDavidOgiIvie,anadvertisingguru:Notlongago,Ioverheardtheconversationbetweentwopassengersonmyplane.That,Swhattheysaid:Whatkindofworkdoyoudo?I,mAEintheadvertisingagency.Accountant(accountant)?No!.Doyouwriteadvertisements?No!.Sowhowrotetheads?Author.Thisjobmustbeveryinteresting.It,snoteasy.Wedoalotofresearch.Didyoudotheresearch?No,wehaveinvestigatorsincharge.Thenyousei1advertisingtothecustomer?No,it,Sanauthor.Doyouneedtofindnewclientsforthecompany?That,snotmybusiness.Excusemeforbeingsorude-whatexac11yisyourjob?I,mamarketingman.Doyoudomarketingforyourclients?No,theydoitbythemselves.Areyouamanagement?No,butsoon.TheAmericancompany,actuallycannotsayexactlywhatEreallysomeshame.PerhapstheAmericanAEisconceptuallydifferentfromwhatwecallE.InChina,ifsomeoneasks,generallyspeaking,businessmanagerisok.ButifyouwanttoclearlyexplainE,itmaybealotoftrouble.EccountExecutiveoriginallycalleddomesticcustomermanagerorbusinessmanager,andsomesimplycalledsalesman.TheresponsibilityofAEistonegotiate,liaise,proposeandcolledaccountswithclients,andtoformulatepolicies,coordinateresources,distributeworkandsupervisetheprocess.Asaresult,arealEisnotassimpleasasalesman.Heshouldbefamiliarwiththesales,marketresearch,professionalknowledgeofplanning,design,production,mediaandsoon,alsohavecertaindegreeofinterpersonalabi1ity.(1)accuratejudgementandreasonablesuggestion;GoodanalyticalandjudgmentabiIityisthequalityofAE.Whencustomersofprofessionalfirmshaveunrealisticexpectationsorexcessivedemands,E,weshouldconsider,whetherthetwosideshavetheappropriateresources,suchas:theproductiscompetitive?Themarketsituationisgood?Howmuchsupporttoprovidecustomers?Thereisnosuchabilityandmanpowerandsoon?.AEtounderstandthesituationofcustomers,andcustomersareinsearchofprofessionalfirms,thenthetwosideswillcontinuetheprocessofcontact,isaprofessionalcompanywithcustomerstoestablishcommonintentioncommunication.Inthecommunicationisunderstood:ditchreferstoaditchapart,formin