ATENDIMENTO PUBLICITÁRIO: UM LEVANTAMENTO DAS DEFICIÊNCIAS MAIS COMUNS ENCONTRADAS PELOS PROFISSIONAIS DE ATENDIMENTO PUBLICITÁRIO EM VARGINHA PARA CRIAÇÃO DE UM GUIA DE BOAS PRÁTICAS DE ATENDIMENTO

Abstract

The Account Executive is a key part in the agency's development and it is bounded to all its areas. His routine is guided by several issues involving both the client and the agency as a whole. It can be stated that, without this professional, the agency would have serious issues concerning its development, after all, the Account Executive is the one tied the most to the agency's day-by-day, conducting activities such as customer relationship, briefing. feedbacks, parts and materials approval, etc. This dissertation's purpose is to analyze the quotidian of an Account Executive through a qualitative research, with interviews, in order to establish his assignments, personal and professional features within an Advertising Agency. Nevertheless, further areas of an agency shall be analyzed and, as a result, a handbook will be presented to the Account Executive. It is concluded that this professional, beyond all necessary qualification, should take part of the whole advertising process, including marketing.