Organizing for Advertising and Promotion:

1
Chapter 3

• Organizing for Advertising and Promotion
• The Role of Ad Agencies and Other Marketing
  Communications Organizations

2
IMC Players

• Advertiser or Client
• Advertising Agency
• Media Organizations
• Marketing Communications Specialists
• Collateral Services

3
Advertiser or Client (how they are organized)

• Could be a one-person company
• Centralized
• Decentralized

4
The Decentralized System

• Advantages
• ____________ Attention
• Rapid Problem _________
• Increased ____________

• Disadvantages
• Ineffective ___________
• Internal ___________
• Lack of ____________

5
The Centralized System

• Advantages
• Better _________________
• Fewer _____________
• _____________ of Staff

• Disadvantages
• Less Goal ____________
• Longer _____________
• Cant Do _____________

6
In-House Agencies

• Advantages
• Cost savings
• More ___________
• Better ____________

• Disadvantages
• Less ___________
• Less objectivity
• Less _________

7
Reasons for Using an Agency

• Obtain services of highly skilled specialists
• Obtain an objective point of view

8
Full-Services Agencies

• Full Range of Marketing, Communication and
  Promotion services

• Non-Advertising Services

9
Agency Services

• Account services
• Marketing services
• Creative services

10
Agency Compensation

• The Commissions Method
• Fee Arrangements
• Incentive-Based Compensation

11
Why Agencies Lose Clients

• Poor ____________
• Poor _______________
• Unrealistic ________
• ___________ conflicts
• ___________ changes
• Changes in _____
• Conflict of ________
• Changes in _______
• Declining sales
• Payment conflicts
• Policy changes

12
How Agencies Gain Clients

• Referrals
• Solicitations
• Presentations
• Public Relations
• Image and Reputation

13
Direct Response Agencies

• Data Base Management
• Direct Mail
• Research
• Media Services
• Creative
• Production

14
Sales Promotion Specialists

• Contests
• Sweepstakes
• Refunds and rebates
• Sampling programs
• Incentive programs

15
Public Relations Firms

• Strategy Development
• Program Planning
• Generating Publicity
• Lobbying
• Public Affairs
• Image portrayal
• Damage control

16
Interactive Agencies

• Interactive Media Creation
• Digitized Content

17
Marketing Research Companies

• Secondary data collection
• Primary data collection
• Analysis and interpretation
• Information application
• Program implementation

18
Collateral Services

• Marketing Research
• Package Design Firms
• Consultants
• Photographers, Printers
• Video Production Houses
• Event Marketing Services Firms

19
Media Organizations

• Media Buying Services
• Specialize in buying media, especially
  ____________________
• Agencies and clients develop _______________
• Media buying organizations _______________________
  __________________________________________________
  ___________