Download Advertising and Promotion

Chapter 3
Organizing for Advertising and
Promotion: The Role of Ad
Agencies and Other Marketing
Communication Organizations
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Participants in the IMC Process
Advertiser
(client)
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Advertising
Agency
Media
Organizations
Marketing
Communications
Specialists (directmarketing, sales
promotion….agencies
©The McGraw-Hill Companies, Inc., 1998
Collateral
(confirming)
services
Slide 3-1
Figure 3-1
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Advertiser client: Are the key participant in the process they
provide the fund paid for advertising and promotion, responsible
for developing advertising and promotional program
Advertising agency: Outside firm specialized in the creation,
production, and placement of the communications massage and
facilitate the marketing and promotions process.
Media organization: Provide information or entertainment to their
subscribers , viewers, or readers.
Specialized Marketing communications services: includes direct
marketing agency, sales promotion agency , interactive agency,
and public relation firms ,these firms provide services in their
areas expertise
Collateral (Additional) Services: A wide range support Functions
used by advertisers, agencies , media organizations and
specialized marketing communication services
The Advertising Department Under a
Centralized System
President
Production
Marketing
Research
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Finance
Marketing
Advertising
R&D
Sales
©The McGraw-Hill Companies, Inc., 1998
Human
Resources
Product
Planning
Slide 3-2
Figure 3-2
Basic Functions of Advertising manager
• Planning and Budgeting :responsible about
developing advertising and promotion plan and
estimate the budgets
• Administration and executing: Organize
,supervise and control all the advertising and
promotion activities.
• Coordination with other departments
• Coordination with outside Agencies
Departments within a
Full-Service Agency
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Account Services
Marketing Services
Creative Services
Management and Finance
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998
Slide 3-3
Why Agencies Lose Clients
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Poor performance or service
Poor communication
Unrealistic demands by client
Personality conflicts
Personnel changes
Changes in size of client or agency
Conflicts of interest
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998
Slide 3-4
How Agencies Gain Clients
• Referrals: Gain new clients as a
result referral from existing clients
,media representative or other
agencies
• Solicitations (Appealing):
• Presentations
• Public Relation
• Image and reputation
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998
Slide 3-5