Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

1
Chapter 3

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

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
2
Participants in the IMC Process
Marketing Communications Specialists
(direct-marketing, sales promotion.agencies
Advertiser (client)
Advertising Agency
Media Organizations
Collateral (confirming) services

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
Slide 3-1 Figure 3-1
3

• 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

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The Advertising Department Under a Centralized
System
President
Human Resources
Finance
Production
Marketing
R D
Marketing Research
Product Planning
Advertising
Sales

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
Slide 3-2 Figure 3-2
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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

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Departments within a Full-Service Agency

• Account Services
• Marketing Services
• Creative Services
• Management and Finance

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
Slide 3-3
7
Why Agencies Lose Clients

• Poor performance or service
• Poor communication
• Unrealistic demands by client
• Personality conflicts
• Personnel changes
• Changes in size of client or agency
• Conflicts of interest

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
Slide 3-4
8
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

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
Slide 3-5