Chapter 2: THE PROMOTION INDUSTRY: MARKETERS, AGENCIES, and MEDIA ORGANIZATIONS 2.1 - PowerPoint PPT Presentation

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Chapter 2: THE PROMOTION INDUSTRY: MARKETERS, AGENCIES, and MEDIA ORGANIZATIONS 2.1

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... Direct-Marketing & Alternative New Media Causes Media ... Structure of Promotion Industry AUDIENCES Household Consumers Trade Resellers Business and ... – PowerPoint PPT presentation

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Title: Chapter 2: THE PROMOTION INDUSTRY: MARKETERS, AGENCIES, and MEDIA ORGANIZATIONS 2.1


1
Chapter 2 THE PROMOTION INDUSTRY MARKETERS,
AGENCIES, and MEDIA ORGANIZATIONS 2.1
2
The Promotion Industry in Transition
  • ALTERED BY SIX TRENDS
  • Information in Marketplace is an Interactive
    System
  • between Marketers and Consumers
  • Proliferation of Cable TV, Direct-Marketing
    Alternative New Media Causes Media Fragmentation
  • Growing Investment in Advertising Causes Media
    Clutter
  • New Communications/Distributions Channels are
    Growing in Influence
  • Fragmentation of Marketing Budgets Resulting in
    Greater Portions of Budgets going to Trade
    Consumer Promotions
  • Improved Information Systems Allow Retailers
    Distributors more Control over Marketing
    Promotional Decisions
  • 2.2

3

Structure of the Promotion Industry and
Participants in the Process
Marketers
Manufacturers Resellers, retailers, Governme
nt and and service firms wholesalers, and social
organizations distributors
Advertising and Promotion Agencies
Advertising agencies Agency
services Agency compensation Full-service
agencies Account services Commission Creative
boutiques Marketing research Markup
charges Media-buying services Creative and
production Fee system Interactive agencies
services Pay-for-results In-house
agencies Media planning research Promotion
agencies Direct marketing and database
agencies E-Commerce agencies Event
planning Design firms Public relations
firms Sales staffing and training firms
4
Structure of the Promotion Industry and
Participants in the Process (cont)
External Facilitators
  • Marketing and Production facilitators
  • advertising research Consultants
  • firms Information
  • intermediators

Media Organizations And Trade Partners
Media Organizations Interactive media
Trade Partners Broadcast media Support
media Wholesalers, distributors, Print
media Media conglomerates retailers
B-to-B trade

communities Internet portals
Target Audience(s)
Household consumers Business and
professional Government and social Trade
resellers buyer organizations
5
Structure of Promotion Industry
  • MARKETERS
  • Manufacturing and Service Firms
  • Trade Resellers
  • Federal, State and Local Governments
  • Social Organizations
  • March of Dimes
  • Nature Conservancy
  • 2.5

6
The U.S. Government is a Marketer that Relies
on Advertising 2.5
7
Structure of Promotion Industry (cont)
  • AGENCIES
  • Advertising Agencies
  • Full Service Agency
  • Creative Boutique
  • Interactive Agency
  • In-House Agency
  • Media-Buying Agency
  • 2.7

8
Advertising Agencies Use Advertising to
Promote Their Services to New Clients

2.7
9
Structure of Promotion Industry (cont)
  • AGENCIES (cont)
  • Promotional Agencies
  • Direct Marketing and Database Agencies
  • Fulfillment Centers
  • E-Commerce Agencies
  • Sales Promotion Agencies
  • Consumer Sales Promotion
  • Trade Sales Promotion
  • Event-Planning Agencies
  • Design Firms
  • Logo Design
  • Public Relations Firms
  • Sales, Staffing, Training Assessment Firms
  • 2.9

10
Design Firms Help Marketers Develop Logo Designs
that Last, Like this Pillsbury
Logo 2.9
11
Structure of Promotion Industry (cont)
  • AGENCIES (cont)
  • Agency Services
  • Account Services
  • Marketing Research
  • Creative Production
  • Creative Services
  • Production Services
  • Media-Planning and Buying
  • Administrative
  • 2.11

12

Structure of Promotion Industry (cont)
  • AGENCIES (cont)
  • Agency Compensation
  • Commissions
  • Markup Charges
  • Fee System
  • Pay-for-Results
  • 2.12

13
Structure of Promotion Industry (cont)
  • EXTERNAL FACILITATORS
  • Marketing and Advertising Research Firms
  • Consultants
  • Production Facilitators
  • Information Intermediators
  • Trade Partners
  • 2.13

14
Media Organizations and Trade Partners Available
to Marketers
  • Broadcast Media
  • Interactive Media
  • Print Media
  • Support Media
  • Media Conglomerates
  • Wholesalers, Retailers, B2B
    Communities, Portals

2.14
15
Portals Offer Marketers a New Media Outlet for
Placing Advertising and Promotional
Messages 2.14
16
Structure of Promotion Industry
  • AUDIENCES
  • Household Consumers
  • Trade Resellers
  • Business and Professional Buyers
  • Government and Social Organizations
  • 2.16

17
Marketers Use Promotion to Reach the Business and
Professional Buyer Audiences 2.16
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