Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations - PowerPoint PPT Presentation

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

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Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations The McGraw-Hill Companies, Inc., 1998 – PowerPoint PPT presentation

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Title: 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

4
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
5
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

6
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
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