《AE是什么？.docx》由会员分享，可在线阅读，更多相关《AE是什么？.docx（6页珍藏版）》请在第壹文秘上搜索。
1、AE是什么?AE是什么？WhatisAE?Advertising,consultingandotherprofessionalcompanies,thereisajobcalledAE.TheresponsibilityofAEistonegotiate,liaise,proposeandcollectaccountswithclients,andtoformulatepolicies,coordinateresources,distributeworkandsupervisetheprocess.Therefore,arealAE,notaspullbusinesssalesmansosim
2、ple,heshouldbefani1iarwiththesales,marketresearch,professionalknowledgeofplanning,design,production,mediaandsoon,alsohavecertaindegreeofinterpersonalability.Whatdoyouhaveinmind?Whenitcomestoasking,1thinkofasmallthing.OnceIwasgoingsomewhereonabusinesstrip,andafriendaskedmetobuyhimashirt.Afterfinishin
3、gthework,thinkofafriend,Sexhortationstothestore,inthefaceofhundredsofshirts,foundproblems:Whatkindofshirtdofriendsneed?Cotton,polyester,wool,siIkormixedmaterials?Doyoulikered,green,yelloworcolorful?Expensivebrandnamesoreconomicalones?WhatshouldIdo?Originallyaverysimplelittlething,becausethelackofthe
4、necessarypremise-requirements,sothatpeopleareinthehandsofnowhere.1calltoaskfriends,askhimwhatlovestyles,colorsandprices?Butmyfriendsdon,tknowwhatyouwant,hepolitelysaidtome:you1ookatit!Go!NopriceIcanonlybuyshirtsformyownjudgement.sforwhetherfriends1ikeit,it,sonlybychance.Fortunately,thisisjustashirt,
5、evenifthefriendisnotsatisfiedwiththrowing,theproblemisnotbig.However,ifyoumeetacustomer,asWClIasmyfriendsingeneral,thenyouhavetofaceisnotashirt,ofteninvolvingthedevelopmentofenterpriseshavesignificantrelationswiththeimplementationoftheplanningprogramandprogram.Asamatteroffact,thiskindofcustomerIveme
6、t,andnotjustonce.Whentheyentrustuswithplanning,theyoftendonothavespecifierequirementsormakenospecificdemands-justlikemyfriend.WhenIworkedinanadvertisingcompany,Ireceivedacal1fromanoldclientandaskedmetoadvertiseforhisnewproduct.Hurryupandhelpmeoutwithanadvertisement!andhurriedlyhungupthephone.Iknowhe
7、istheboss,busybusiness,cannotbeartodisturb.ButIdontseetheproduct,Idontknowthemarket,andIdon,tknowwhattherequirementsareHeknowsnothingabouttherestoftheworldexceptthathewantsanadvertisement.Howdoyougetout?It,ssoeasytocallthebossandaskquestions.Thebossthoughtforamoment:thisrequest,itwillbelikedelicious
8、likethataditAndfinalIyadded,Ibclieveinyourstrength.Thiscasecomesoulwithoriginality,itseffectiveness,needlesstosay,thecustomer,evenmyself.Thiskindofcustomergenerallyexiststhreeproblems:first,tooneselfneedwhatisnotveryclear;two,fromthisdonotknowwhattoputforwardrequirements;three,theprofessionalcompany
9、hasblindexpectations.Customersdon,tknow.Itdoesn,tmatter.Professionalcompaniescanhelpcustomerssortoutproblemsanddefineproblems.Howdoyouserveyourcustomersifyoudontknowyourowncompany?Therefore,Ialwayswanttoaskmyselfwhetherthecustomer,sdemandisclear,whethertherequirementisclear,whethertheinformationissu
10、fficient,whethertheresourcesareinplace,thegoalisreasonable,etc.Tomakeclearthisseriesofproblems,wemustrelyonprofessionalcompaniesandcustomerstoconductgoodcommunicationwitheachother.Aprofessionalcompanyshouldhaveacompetentpersonwhoissolelyresponsibleforcommunicatingwiththecustomer,whoisAE.Whatistwoand
11、?E?I,veseenapassagewrittenbyDavidOgiIvie,anadvertisingguru:Notlongago,Ioverheardtheconversationbetweentwopassengersonmyplane.That,Swhattheysaid:Whatkindofworkdoyoudo?I,mAEintheadvertisingagency.Accountant(accountant)?No!.Doyouwriteadvertisements?No!.Sowhowrotetheads?Author.Thisjobmustbeveryinteresti
12、ng.It,snoteasy.Wedoalotofresearch.Didyoudotheresearch?No,wehaveinvestigatorsincharge.Thenyousei1advertisingtothecustomer?No,it,Sanauthor.Doyouneedtofindnewclientsforthecompany?That,snotmybusiness.Excusemeforbeingsorude-whatexac11yisyourjob?I,mamarketingman.Doyoudomarketingforyourclients?No,theydoitb
13、ythemselves.Areyouamanagement?No,butsoon.TheAmericancompany,actuallycannotsayexactlywhatEreallysomeshame.PerhapstheAmericanAEisconceptuallydifferentfromwhatwecallE.InChina,ifsomeoneasks,generallyspeaking,businessmanagerisok.ButifyouwanttoclearlyexplainE,itmaybealotoftrouble.EccountExecutiveoriginall
14、ycalleddomesticcustomermanagerorbusinessmanager,andsomesimplycalledsalesman.TheresponsibilityofAEistonegotiate,liaise,proposeandcolledaccountswithclients,andtoformulatepolicies,coordinateresources,distributeworkandsupervisetheprocess.Asaresult,arealEisnotassimpleasasalesman.Heshouldbefamiliarwiththe
15、sales,marketresearch,professionalknowledgeofplanning,design,production,mediaandsoon,alsohavecertaindegreeofinterpersonalabi1ity.(1)accuratejudgementandreasonablesuggestion;GoodanalyticalandjudgmentabiIityisthequalityofAE.Whencustomersofprofessionalfirmshaveunrealisticexpectationsorexcessivedemands,E
16、,weshouldconsider,whetherthetwosideshavetheappropriateresources,suchas:theproductiscompetitive?Themarketsituationisgood?Howmuchsupporttoprovidecustomers?Thereisnosuchabilityandmanpowerandsoon?.AEtounderstandthesituationofcustomers,andcustomersareinsearchofprofessionalfirms,thenthetwosideswillcontinuetheprocessofcontact,isaprofessionalcompanywithcustomerstoestablishcommonintentioncommunication.Inthecommunicationisunderstood:ditchreferstoaditchapart,formin
