Advertising and Promotion

Document technical information

Format ppt
Size 68.6 kB
First found May 22, 2018

Document content analysis

Category Also themed
Language
Type
not defined
Concepts
no text concepts found

Persons

Organizations

Places

Transcript

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)
Irwin/McGraw-Hill
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
•
•
•
•
•
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
Irwin/McGraw-Hill
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
•
•
•
•
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
•
•
•
•
•
•
•
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

Similar documents

×

Report this document