Rita Charitable Trust

Account Director (1 years diploma course)

Account Director click here

Brief Job Description: Individuals at this job are responsible for managing the
client’s advertisement portfolio


Personal Attributes: This job requires the individual to manage clients’
advertising portfolios by defining media plans and campaigns and evaluating
their effectiveness. The individual is responsible for overseeing the work of the
account executives, ensuring that clients’ requirements are understood and
executed well.

Description
Ad views Total number of times the advertisement has been seen by the audience
Barter An offer in which advertisement space/time is exchanged for goods/ nonmonetary consideration
Billing The total invoiced value payable by the client for the advertisement
time/space purchased


Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components
Campaign Advertisement effort across media platforms, planned during a specific time
period
Day parts Specific time-slots during the day
Effective rate The final advertisement rate offered to the client after discounts
Frequency The number of times the audience is exposed to an advertisement in a
particular medium


Make-good A repeat run of an advertisement to compensate for an error or omission
by the broadcaster
Market share The share of the company in the total market of a product/service
Media buyer An individual handling purchases of advertising space/time across
advertising mediums


Media planner An individual skilled in selecting and determining the correct use of
advertising space/media on behalf of an advertiser
Rate The fee for a unit of advertisement space or time


Reach The total size of the audience that the medium is able to communicate with
Sales Forecast Predictions and estimates based on historical sales performance using
trends and assumptions for the current period


Schedule A list of advertisements planned to be a part of the campaign
Sponsorship Paid advertising in the form of specifically generated programming /
content advertising for the product/service of the client
Target Audience Set of individuals with similar characteristics that are prospective customers
of the advertisers’ product/service


Target Market The geographic area over which the advertising campaign is focused
Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.
Sub-sector Sub-sector is derived from a further breakdown based on the characteristics
and interests of its components.


Vertical Vertical may exist within a sub-sector representing different domain areas
or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry


Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional
analysis and form the basis of OS.

Qualifications Pack for Account Director

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.


Occupational Standards
(OS)
OS specify the standards of performance an individual must achieve when
carrying out a function in the workplace, together with the knowledge and
understanding they need to meet that standard consistently. Occupational
Standards are applicable both in the Indian and global contexts.


Performance Criteria Performance Criteria are statements that together specify the standard of
performance required when carrying out a task


National Occupational
Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.


Qualifications Pack
Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the educational,
training and other criteria required to perform a job role. A Qualifications
Pack is assigned a unique qualification pack code.


Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an
Unit Title Unit Title gives a clear overall statement about what the incumbent should
be able to do.
Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.


Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have a
critical impact on the quality of performance required.


Knowledge and
Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge that
an individual needs in order to perform to the required standard.


Organizational Context Organizational Context includes the way the organization is structured and
how it operates, including the extent of operative knowledge managers
have of their relevant areas of responsibility.


Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.
Core Skills/Generic
Skills

Core Skills or Generic Skills are a group of skills that are key to learning and
working in today’s world. These skills are typically needed in any work
environment. In the context of the OS, these include communication
related skills that are applicable to most job roles.

Description
NOS National Occupational Standard(s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework

Keeping apprised with developments in the industry
Description This OS unit is about knowing the organization, the competitors and the market well
to be able to carry out the job effectively


Scope This unit/task covers the following:
 Monitoring and understanding the market and the competitors and
continuously seeking out new opportunities
 Identifying information needed to carry out the job effectively
 Identifying new innovations and future developments that might benefit the
organization or the clients


Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Monitoring and
understanding the
market and the
competitors and
continuously seeking
out new


opportunities
To be competent, the user/individual on the job must be able to:
PC1. monitor any changes or updates in the market
PC2. understand the market, its various elements and how they affect the
organization


PC3. identify new opportunities in the market
PC4. analyze how these opportunities can be leveraged to benefit the organization
PC5. identify who the competitors are, who their major clients are and how their
activity is changing


Identifying
information needed
to carry out the job
effectively
PC6. extract key facts from formal and informal sources and analyze how it can be
used by the organization


PC7. actively participate in forums and discussions to be able to keep updated with
any new changes in the industry/ its practices
PC8. keep up-to-date with the laws and any other regulations that can apply to the
organization


Identifying new
innovations and
future developments
that might benefit the
organization or the
clients

PC9. keep track of any changes in the industry and how they can be converted into
useful opportunities
PC10.analyze the market and forecast what the powerful trends would be that can
affect the organization in any way
PC11.keep up-to-date with any changes in policies that can affect the client’s
business


Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)

The user/individual on the job needs to know and understand:
KA1. brand and the market position of the organization
KA2. organization’s capabilities, culture, ways of working and marketing mix
KA3. different business functions in the organization and the various aspects
related to the job role


B. Technical
Knowledge

The user/individual on the job needs to know and understand:
KB1. fundamentals of advertising and marketing
KB2. how to prepare a brief for sales or account teams
KB3. how to present the idea/concept to the client
KB4. how to present the final work-products
KB5. applicable legal and regulatory requirements

Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. prepare a brief that effectively encapsulates the idea and its impact
SA2. prepare a brief about the industry trends and how they can impact the client
SA3. prepare client reports and presentations, as required
SA4. prepare a presentation about industry trends for the internal teams


Reading Skills
The user/individual on the job needs to know and understand how to:
SA5. read and interpret all relevant research information
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. liaise with the client and internal teams and ensure that the former’s needs
are understood and well-executed by the latter


SA7. discuss and finalize the changes in accordance with the industry trends and
how they are to be implemented
SA8. review and present final information to the respective teams
B. Professional Skills Plan and Organize


The user/individual on the job needs to know and understand how to:
SB1. organize discussions/ meetings with the clients or the internal teams as the
need may be to analyze market trends
SB2. store information so you can easily access it when you need it
Customer Centricity


The user/individual on the job needs to know and understand how to:
SB3. ensure that the information gathered is relevant to the clients and their
business
Problem Solving
The user/individual on the job needs to know and understand how to:
SB4. tackle issues that may arise due to industry changes and minimize the
impact it may have on the organization’s functioning


Decision making
The user/individual on the job needs to know and understand how to:
SB5. identify ways to keep up-to-date with changes in your organisation’s, your
competitors’ and your clients’ products, services and processes


Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB6. extract key facts from formal and informal sources of information and
analyse it for its usefulness to you


Critical Thinking
The user/individual on the job needs to know and understand how to:
SB7. identify new innovations and future developments in advertising that might
benefit your clients
SB8. keep up-to-date with the laws, regulations and guidelines that govern
advertising and the sale of advertising

Understanding the requirements and creative goals of the clients
Description This OS unit is about understanding the advertising requirements and creative goals of
the client
Scope This unit/task covers the following:
 Understanding the advertisement requirements and creative goals of clients.


Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Understanding the
advertisement
requirements and
creative goals of the
client


To be competent, the user/individual on the job must be able to:
PC1. research and understand the creative brief received from the advertiser
PC2. arrange meetings/discussions with the client to foster dialogue and a
clear understanding of client requirements and creative goals, as required
PC3. interact and gather information effectively from the client to be able
to create successful advertising solutions, as required


PC4. coordinate with internal teams to analyze and agree upon what work
products need to be created based on the client’s needs
PC5. respond positively to feedback and changes in creative requirements


Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. advertising process followed at the agency


KA2. clients advertising budget, vision and objectives
KA3. client’s advertising plan and campaign
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. fundamentals of advertising and marketing
KB2. how to effectively listen and understand client needs and objectives
KB3. how to ask the right questions and gather information effectively
KB4. how to discuss, flesh out and specify the objectives and creative vision of
the client, where appropriate


KB5. how to present the idea/concept to the client and solicit their approval
KB6. production costs for a variety of advertisements across mediums, and
their fit with client needs
KB7. applicable legal and regulatory requirements

Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. detail out the client’s requirements and objectives


Reading Skills
The user/individual on the job needs to know and understand how to:
SA2. read the advertiser’s media plan and campaign details
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA3. liaise with the client and creative/ art & design teams and ensure that the
former’s needs are understood and well-executed by the latter


B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. ensure that the advertising end-products are prepared and presented in line
with pre-determined client requirements and creative goals


Problem Solving
The user/individual on the job needs to know and understand how to:
SB2. identify problems with the effective execution of the task and undertake
measures to overcome them


Critical Thinking
The user/individual on the job needs to know and understand how to:
SB3. set clear expectations of what advertising may or may not achieve at the
outset of agreements with clients
SB4. reach agreement with clients about levels of customer care before the sale
is agreed


Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB5. Analyse and evaluate completed advertising against client satisfaction, the
time taken to service the contract and the money raised for your


organization
Decision Making
The user/individual on the job needs to know and understand how to:
SB6. maintain contact with clients even when there is not the immediate
possibility of a sale


Customer Centricity
The user/individual on the job needs to know and understand how to:
SB7. deal with changes during campaigns in a way that meets the needs of your
organization while maintaining a good relationship with clients

Manage delivery of work products
Description This OS unit is about managing the preparation and presentation of final work
products to the client based on their requirements


Scope This unit/task covers the following:
 Oversee preparation of work products
 Present final work products


Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Oversee preparation
of work products
To be competent, the user/individual on the job must be able to:
PC1. oversee the preparation of final work products in meeting client needs
PC2. select a presentation method that is appropriate to the information to be
conveyed


PC3. troubleshoot and manage any issues that may arise during the preparation
of work products
PC4. obtain approval, or liaise with relevant senior personnel (eg: Art Director)
on final work-products, if appropriate
Present final work
products


PC5. effectively present end-products, and how the client’s requirements have
been met
PC6. communicate the journey to arrive at the end product- the rationale for
decisions, an the selection of tools, techniques, mediums etc.- highlighting
how they best serve the client’s desired objectives
PC7. make clear any assumptions and degrees of uncertainty
PC8. respond positively to feedback and any changes requested


Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)

The user/individual on the job needs to know and understand:
KA1. clients advertising budget, vision and objectives
KA2. client’s advertising plan and campaign
KA3. industry norms and standards in presenting work products
KA4. products/services offered by your organization as opposed to those by your
competitors


KA5. organizational policies for constructing presentations/work products,
including an end-product’s format, readability, the imperatives it must
incorporate and the terms and conditions for serving different clients
KA6. departments within the organization that may provide information and
assistance in preparing the product


B. Technical
Knowledge

The user/individual on the job needs to know and understand:
KB1. fundamentals of advertising and marketing
KB2. how to prepare a brief for the creative/ art & design teams
KB3. how to present initial ideas/concepts regarding the work product to the
client and solicit their approval


KB4. the production costs for a variety of advertisements across mediums
KB5. how to select the most effective presentation formats, tools and
techniques
KB6. how to effectively present final work-products and communicate how the
objectives and creative vision of the client has been met
KB7. applicable legal and regulatory requirements

Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. oversee the preparation of end-products that encapsulate the client’s vision
and meets requirements


Reading Skills
The user/individual on the job needs to know and understand how to:
SA2. read the advertisers media plan and campaign details
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA3. liaise with the client and ensure that interim concepts and work-products are
in line with requirements and creative goals
SA4. effectively communicate client objectives and vision with the creative / art &
design team


SA5. review and present final advertising end-products to the client
B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. ensure that the advertising end-products are prepared and presented to the
client within the time-frame committed


Customer Centricity
The user/individual on the job needs to know and understand how to:
SB2. ensure that the advertising end-products achieve the objectives set out and
agreed upon with the client


Problem Solving
The user/individual on the job needs to know and understand how to:
SB3. identify problems with the effective execution of the task and undertake
measures to overcome them


Decision Making
The user/individual on the job needs to know and understand how to:
SB4. make relevant decisions related to the area of work products like production
techniques, formats, approvals etc

.
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB5. appraise the quality of the work products to ensure they are in line with the
expected quality standards and suggest areas of improvement, if required


Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB6. analyze different aspects that effect the delivery of work products