Pennsylvania State University 3 credits COMM
Building and maintaining client/agency relationships in advertising, public relations and direct response agency business functions. COMM 427 Client/Agency Relations (3) Client/Agency relations provides students with an understanding of advertising, public relations and direct response agency business functions, and the important role of building and maintaining client/agency relationships. It covers the phases of pre-relationship (identifying, prospecting, pitching and winning accounts), developing relationships with clients and maintaining and enhancing these relationships over time. Client/agency relationships are built on the development of viable partnerships with clients, establishing strategies to support and maintain the vitality of client business success, and the on-going delivery of fresh creative ideas from all agency disciplines. Today's agency has become a resource for all integrated marketing communication (MARCOM) needs. This includes, but is not limited to, advertising, promotion, public relations, direct response marketing, event marketing, customer-relationship marketing, interactive internet communication and branding ideas. This course covers the integration of these disciplines on behalf of an agency's clients.
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