Rita Charitable Trust

Account Executive (1 year diploma course)

Account Executive click here

Brief Job Description: Individuals at this job are responsible for managing
preparation of clients’ advertisement end-products


Personal Attributes: This job requires the individual to understand advertising
requirements from the client and coordinate with the creative teams within the
agency to have them executed.

The individual may also be required to liaise with
external vendors for production of advertisements, in which case they would be
required to negotiate an agreeable fee on behalf of the client. The individual is
required to present final work products to clients and obtain their approval.

Account Executive
Account Executive

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 Executive

Keywords /Terms 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


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.

Understanding the requirements and creative goals of 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:
 Across a range of media vehicles including Television, Print, Radio, Digital,
Out-Of-Home


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. arrage 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 agreen 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. the advertising process followed at the agency
KA2. the client’s advertising budget, vision and objectives
KA3. the 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. the production costs for a variety of advertisements across mediums, and
their fit with client needs


KB7. applicable legal and regulatory requirements
Skills (S) (Optional)


A. Core Skills/
Generic Skills
Writing Skills

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

Understanding the requirements and creative goals of the client

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 organisation


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

Coordinating with creative teams as well as external vendors
Description This OS unit is about liaising between the client and the creative/ art & design
departments to deliver the required advertising end-products
Scope This unit/task covers the following:


 Liaising between the client and the creative/ art & design departments
 Across a range of media vehicles including Television, Print, Radio, Digital,
Out-Of-Home


Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Liaising between the
client and the
creative/ art & design
departments


To be competent, the user/individual on the job must be able to:
PC1. understand the creative brief received from the advertiser and communicate it
comprehensively to the creative/ art & design team
PC2. oversee the conceptualization of ideas/concepts by the creative/ art & design
team to ensure that the brief is executed accurately


PC3. estimate agency fees to develop the advertisement
PC4. negotiate with third-party vendors developing the advertisement (if required)
PC5. obtain approval on the fee/ ideas/ concepts
PC6. oversee preparation of the advertisement to ensure that the advertisers needs
are met


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. the advertising process followed at the agency
KA2. the clients advertising budget, vision and objectives
KA3. the client’s advertising plan and campaign
KA4. the third-party vendors that a company deals with


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 teamsthat clearly specifies
client objectives


KB3. how to liaise and communicate effectively with the creative/ art & design
teams, outlining client goals and creative vision
KB4. how to present the idea/concept to the client and solicit their approval
KB5. the production costs for a variety of advertisements across mediums
KB6. how to estimate the costs involved to prepare an advertisement across media
vehicles and coordinate the preparation of an invoice


KB7. how to negotiate with third-party vendors
KB8. applicable legal and regulatory requirements

Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. prepare a brief for the creative/ art & design team that encapsulates the
client’s vision and expectations from the end-product
SA2. supervise/prepare a brief for the creative/ art & design team that
encapsulates the client’s vision and expectations from the end-product
SA3. prepare, or coordinate the preparation, of client and vendor billings and
invoices, as required


Reading Skills
The user/individual on the job needs to know and understand how to:
SA4. 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:
SA5. liaise with the client and creative/ art & design teams and ensure that the
former’s needs are understood and well-executed by the latter
SA6. discuss and finalise the fee to be charged for preparing an advertisement


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


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


Decision Making
The user/individual on the job needs to know and understand how to:
SB3. make relevant decisions related to the area of work e.g. sequencing of
activities, choice of creative and art departments,conceptualization of
ideas/concepts, production techniques & costs, choice of location, vendor
selection etc.


Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB4. how to assess the impact of selecting production techniques, cast, crew,
vendors and suppliers on the time, location and budget of the production,
and their impact on clients advertising budget, vision,campaign and
objectives


Customer Centricity
The user/individual on the job needs to know and understand how to:
SB5. communicate and coordinate properly about project requirements there by
facilitating team development and meeting the client requirements


Critical Thinking
The user/individual on the job needs to know and understand how to:
SB6. appraise the quality of the production activities to ensure they are in line
with the expected quality standards and suggest areas of improvement.

Prepare MIS reports
Description This OS unit is about using data from functional systems and processes to prepare MIS
reports based on the individual’s job role


Scope This unit/task covers:
 Using data from functional systems and processes to draw insights for
reporting
 Preparing MIS reports


Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Using data from
systems and
processes to draw
insights for reporting


To be competent, the user/individual on the job must be able to:
PC1. gather raw data from the various advertising systems used by the individual
PC2. interpret information by performing different analyses and draw suitable
insights
PC3. present information in an easy to understand format, that is acceptable to the
organisation


PC4. refresh information with latest data from time to time
Preparing MIS reports PC5. understand the different types of reports expected by the management/ other
internal functions


PC6. prepare and present information in the defined format to meet requirements
PC7. respond positively to feedback and changes in requirements
PC8. continuously review the reports to identify key trends and other variances


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. organizational norms and policies relating to advertising
KA2. organizational policies for constructing mis reports, including the reports’
format, readability, guidelines, the imperatives it must incorporate and the
terms and conditions for serving different clients


B. Technical
Knowledge

The user/individual on the job needs to know and understand:
KB1. forecasts, objectives, targets and key performance indicators for the activities
that are undertaken


KB2. the problems and issues which may impact upon the achievement of
objectives, targets and key performance indicators
KB3. the information needed to be able to carry out analyses
KB4. how to realise the expected output from the MIS reports through the
information available


KB5. how to interpret the information and draw suitable insights
KB6. how to analyse information in different ways

Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. organize and store documentation
SA2. access information available through internal processes/ systems to draw
insights


SA3. create and maintain advertising activity related databases
Reading Skills
The user/individual on the job needs to know and understand how to:
SA4. read and understand instructions, policies, procedures and norms regarding
MIS reportage
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA5. liaise with relevant departments to understand reporting requirements


B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. organise and interpret data in a detailed, organized manner, ensuring that no
potential issues are overlooked


SB2. able to organize information efficiently and effectively.
Decision making
The user/individual on the job needs to know and understand how to:
SB3. make decisions for smooth & successful operation of businesses based on these
reports
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB4. use these reports for analyzing different aspects of business


Problem Solving
The user/individual on the job needs to know and understand how to:
SB5. prepare MIS reports to support decision making/analysing the trend eg.,
market/product/competitor etc.,
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB6. make better plans and carefully organize business operations depending on
these reports


Customer Centricity
The user/individual on the job needs to know and understand how to:
SB7. share relevant information through MIS