the “Evolution of the Advertising Agency and the impact on the New Account Manager”?

What were the fundamental changes?

What is IMC? What is the role of IMC for advertising
agencies; for clients; for account managers?

Define an “org” chart. How does it relate to an operational
chart?

What are the basic logistical systems?

What does above the line (ATL) and below the line (BTL)
mean?

Define and explain; “Orchestration” and “Whole Egg”.

How is a relationship an asset?

What are the roles of an account manager?

What is the promotional mix?

What is the media mix? W
What is the MarCom matrix?

Give five examples of “shop talk”?

What are the financial responsibilities of account

managers?

What are agency sources of revenue? Explain.

What role does account management play in account
profitability?

What are the key points in “Rebuilding the Bridge”?

What is the significance of, “I’ll know it when I see it”?

What is the meaning of “Information Management
System”? Give examples.

What is a Conference Report/ Call Report? What is the

purpose? A

What is the format for writing a Conference

an example. g