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.
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 ‘N’.
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.
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
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
Skills (S) (Optional)
A. Core Skills/
Generic Skills
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 organization’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
analyze 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
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
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
Skills (S) (Optional)
A. Core Skills/
Generic Skills
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
Maintain workplace health and safety
Description This OS unit is about contributing towards maintaining a healthy, safe and secure
working environment
Scope This unit/task covers the following:
Understanding the health, safety and security risks prevalent in the
workplace
Knowing t
he people responsible for health and safety and the resources
available
Identifying and reporting risks
Complying with procedures in the event of an emergency
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Understanding the
health, safety and
security risks
prevalent in the
workplace
To be competent, the user/individual on the job must be able to:
PC1. understand and comply with the organization’s current health, safety and
security policies and procedures
PC2. understand the safe working practices pertaining to own occupation
PC3. understand the government norms and policies relating to health and safety
including emergency procedures for illness, accidents, fires or others which
may involve evacuation of the premises
PC4. participate in organization health and safety knowledge sessions and drills
Knowing the people
responsible for health
and safety and the
resources available
PC5. identify the people responsible for health and safety in the workplace,
including those to contact in case of an emergency
PC6. identify security signals e.g. fire alarms and places such as staircases, fire
warden stations, first aid and medical rooms
Identifying and
reporting risks
PC7. identify aspects of your workplace that could cause potential risk to own and
others health and safety
PC8. ensure own personal health and safety, and that of others in the workplace
though precautionary measures
PC9. identify and recommend opportunities for improving health, safety, and security
to the designated person
PC10. report any hazards outside the individual’s authority to the relevant person in
line with organizational procedures and warn other people who may be affected
Complying with
procedures in the
event of an
emergency
PC11. follow organization’s emergency procedures for accidents, fires or any other
natural calamity in case of a hazard
PC12. identify and correct risks like illness, accidents, fires or any other natural
calamity safely and within the limits of individual’s authority
Knowledge and Understanding (K)
A. Organizational
Context (Knowledge
The user/individual on the job needs to know and understand:
KA1. organization’s norms and policies relating to health and safety
KA2. Government norms and policies regarding health and safety and related
emergency procedures
KA3. limits of authority while dealing with risks/ hazards
KA4. the importance of maintaining high standards of health and safety at a
workplace
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. the different types of health and safety hazards in a workplace
KB2. safe working practices for own job role
KB3. evacuation procedures and other arrangements for handling risks
KB4. names and contact numbers of people responsible for health and safety in a
workplace
KB5. how to summon medical assistance and the emergency services, where
necessary
KB6. vendors’ or manufacturers’ instructions for maintaining health and safety
while using equipment, systems and/or machines
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. how to write and provide feedback regarding health and safety to the
concerned people
SA2. how to write and highlight potential risks or report a hazard to the concerned
people
Reading Skills
The user/individual on the job needs to know and understand how to:
SA3. read instructions, policies, procedures and norms relating to health and
safety
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA4. highlight potential risks and report hazards to the designated people
SA5. listen and communicate information with all anyone concerned or affected
B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. make decisions on a suitable course of action or plan
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB2. plan and organize people and resources to deal with risks/ hazards that lie
within the scope of one’s individual authority
Problem Solving
The user/individual on the job needs to know and understand how to:
SB3. apply problem solving approaches in different situations
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB4. understand hazards that fall within the scope of individual authority and
report all hazards that may supersede one’s authority
SB5. apply balanced judgments in different situations
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB6. build and maintain positive and effective relationships with colleges and
customers
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB7. analyze data and activities