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ACCOUNT MAN
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ovei the phone, either large oi -mallagenc) account people can rustle around and find the information. "The major asset foi him I" have is .in ability to know what infoi mation i needed ami where to gel it, says Mi. Rosenberg. "And another thing: he should never blufl. There's nothing wrong with saying 'I don t know hut I'll find .ml fast.'
"In a biggei agency, he calls the copy person on his product or account if the client asks a copy question. The same is true for an\ other call lor specific knowledge. \n agency Inns specialists to perform those specialized, segmented jobs — and it should rel) mi their recommendation. The account man is the only one with the broad, over-all point ol view. So his knowledge need not — and should not — be specialized."
What should he know about broadcast media, in light of the specialists who hack him up?
He certainlv should know relationship-, patterns and trends, says the
FC&B account supervisor. "He must know general operating and profit trends in broadcasting, how networks and stations operate in relationship to each other and independently ; how lime costs varv from season to season, hour to hour, from announcements to -how -.
"'He need not know specific markets, unless he's test-marketing products. But he does, of course, have to know where his client's business comes from, what his client is trying to do and what direction the broadcast schedule should take.
"But he should have absolutelv nothing to do with media selection. This is the job of the media department and that's what they're hired to do. The same holds true for program selection, the tv, radio unit's function: for copy and for art. Bui the account man must set the copy platform in line with the client objectives and he needs to double-check final-stage commercials treatment to be sure it's entirely in line with his sales goals."
Account people need no first-hand association with station and network
people at convention and meeting however. This is important, he sav only if the a.e. i working on s account or with a product which h some reason has special local-lev needs.
A local-level situation ..n whi< the a.e. definitely should be we informed, however, involves me chandising. "'He should know wb he i aide to get in the wav of me chandising assistance from station particularly tv stations; and the di ference between the possibilities ar potential of network and station pi motional support. This i somethil most client ask about sooner ( later.'' -av Mr. Rosenberg.
He has this to sav about time ar program salesmen. "Yes, our a count people see radio/tv sales re resentatives but we always tell the what they don't believe: that v have nothing to do with making tl media or program recommendatio
There's a strong contrast betwet space and time rep-: print salesim almost always trv to cover everv rur on the ladder — client, account ma media people: but broadcast peop
Selling the Buffalo -Niagara Falls market