| Penerangan CU | Above Tthe Line (ATL) Advertising Coordination is an activitity to assist the management in the implementation of ATL advertisng of a client. ATL advertising are ads distributed via TV, radio, press, mag, in-store merchandising, Out-of-home (OOH) and digital media. ATL coordination starts from the point of receiving brief from client, then identifying the project’s requirements. Based on the requirements, the ATL team will come up with a proposal of concept options to be presented to the client. Each concept needs to be accessed and validify that concepts are in line with clients requirements. Presentation of proposed concepts may result in approval of concepts or requests for revisions. Request for revisions needs to be followed up and reverted to client on a timely manner up to point of approval. Upon approval from client on selected concepts, agency is required to coordinate development of material and apply improvements based on client’s feedback. Finalized materials need to be prepared for finished output (ie TVC in beta format, press and print ad in ai format, billboard to be printed etc) before being installed or submitted to relevant parties. It is also important to evaluate coordination performance to identify what worked and what didn’t for the advantage of future improvements. The outcome of this competency is to be able to coordinate activities involved in development of ATL advertising materials up to delivery of final goods in required formats. Final goods should be the materials that has obtained approvals from all the key stakeholders ie client, legislative bodies and superiors. |
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