3-IMC Partners and Cross-Functional Organization.ppt
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3-IMC Partners and Cross-Functional Organization.ppt

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  • 1. IMC Partners and Cross-Functional Organization
  • 2. Organizational Perspective
    • Organization is the Foundation of IMC
    • Since there are so many partners involved in managing brand relationships, integration is an organizational challenge.
    • IMC often involves organizational restructuring.
    • A company cannot build relationships externally until it builds them internally.
  • 3. Overview of the Marketing Communication Business
    • Basic players in today’s marketplace:
      • Organizations
      • Media
      • Agencies
    • This creates a “golden triangle,” where customers are at the center of the planning.
  • 4. The Golden Triangle
  • 5. Key Points About the Triangle
    • Organization within the triangle can exist only if there are:
    • Media to deliver brand messages
    • Customers to buy goods and services
    • However:
    • Media can exist only if they sell enough advertising.
    • Customers must have knowledge of the products they need or want in order to buy.
    • As companies grow, the triangle becomes more complex.
  • 6. The Bigger Picture of the Marketing Communication Players
  • 7. The Corporate Side
    • Both for-profit and not-for-profit organizations are businesses with customers and other stakeholders with whom they communicate and build relationships.
    • Departments within businesses are often job specific.
    • Divisions are usually organized by product, market, or geography.
    • The more departments and divisions, the harder it is to coordinate marketing objectives, strategies, and brand messages.
    • A single product line may be a strategic business unit (SBU).
  • 8. Traditional Corporate Organization
  • 9. Project-based Organization
  • 10. Roles and Positions
    • In larger companies, where there are multiple brands or product offerings, there may be specific brand managers or product managers .
    • Frequently there is tension between sales and marketing.
    • Larger companies often have a separate department to handle the marketing communication responsibilities, which is often known as marketing services .
  • 11. Cross-functional Planning and Management
    • A basic principle of IMC: Critical processes that affect customer relationships involve more than one department.
    • Cross-functional planning involves many departments and functions.
    • Benefit of the cross-functional IMC team is to:
    • Ensure consistency in all brand messages.
    • Make sure the big creative idea is integrated in all messages.
    • Coordinate the timing and scheduling of the various MC programs.
    • Help employees become less myopic.
    • Primary purpose: To improve internal communication.
  • 12. Silos
  • 13. Cross-functional and IMC Teams
    • Basic IMC principles for managing cross-functional teams:
    • Long-term focus .
    • Constant contact .
    • Work space .
    • Support from the top .
    • Compensation .
  • 14. Agency Partners
    • In general, the larger the marketing communications budget, the more marketing communication agencies a company will hire.
    •   There are many different types of MC specialist agencies. Most common specialize in:
    • Advertising
    • Public Relations
    • Direct Marketing
    • Sales Promotion
    • Packaging/Corporate Identity
  • 15. Types of Agency Services
    • The single largest number and type of MC agencies are advertising agencies.
    • A full-service agency provides all or most of the services needed in its area of specialization. 
    • Key people within an advertising agency include:
    • Account managers
    • Copywriters
    • Art directors
    • Creative directors
    • Producers
    • Traffic managers
    • Account planners 
  • 16. Poppe Tyson
  • 17. Agency Networks
    • Within the MC industry there have been many mergers and acquisitions, which have resulted in large networks or conglomerates of MC agencies.
    • A second type of agency network consists of independent agencies that affiliate in order to share resources and offer services on an international level.
  • 18. Media Buying Services
    • Media buying services specialize in buying time and space, that is, placing brand messages in the media.
  • 19. How Agencies Specialize
    • Many companies hire MC agencies that specialize in an industry or product category.
    • Different types of specialty agencies include:
    • Business-to-Business Specialists
    • Ethnic Agencies
    • High-Tech Agencies
    • IMC Agencies
    • In-House Agencies
  • 20. Public Relation Firms
    • Like advertising, public relation firms may also specialize in certain industries.
    • Main function of public relations firm is to counsel companies on how to better manage their relationships with their stakeholders.
    • Unlike advertising agencies, most public relation firms do not have a creative or media department.
    • One of the most valuable attributes a public relations firm can have is a good relationship with the press.
  • 21. Direct-response Agencies
    • Direct-response agencies are structured like advertising agencies. They deal with not only the mass media, but also mail, email and telemarketing services.
    • Some agencies may also have specialists who analyze and rent databases.
    • Support services include:
    • Data shops
    • List Brokers
    • Printers
    • Letter shops
    • Creative services
  • 22. Sales Promotion Agencies
    • Companies that do a lot of promotions, such as premium offers, sweepstakes, in-store special displays, etc. use sales promotion agencies .
    • These agencies are made up of three groups:
    • Account service managers
    • Creatives
    • Production people
  • 23. Other MC Agencies
    • Other MC agencies include:
    • Corporate identity agencies
    • Online Advertising Agencies
  • 24. MC Suppliers
    • MC Suppliers are specialists who help MC agencies actually produce their work.
    • These suppliers include:
    • Creative boutiques
    • Freelancers
  • 25. Agency Approaches to IMC
    • The creative, media, research and client service people within an agency do not always work on the same accounts and are usually located physically away from each other.
    • Agencies have traditionally been reluctant to integrate other MC agencies into cross-functional planning.
    • Three ways agencies can organize themselves to offer integrated services:
    • Add-on Functions
    • Reinvention
    • Lead Agency
  • 26. Agency Compensation
    • Methods of payment vary by types of MC agency and by individual clients.
    • Methods include:
    • Commission
    • Fee or Retainer
    • Markups
    • Performance-based compensation
  • 27. Agency Evaluation
    • Two basic types of evaluations:
    • Quantitative audits—records for billings, etc.
    • Qualitative surveys—responsiveness, thoroughness, meeting deadlines, etc.
    • Evaluations are beneficial for several reasons:
    • Company can determine if it is getting its money’s worth
    • Agency gets valuable feedback
    • Agency and company can determine how to work better together.
  • 28. Media Partners
    • Media partners are an essential set of partners.
    • There have been several changes in the media and in how companies work with agencies and their clients:
    • New communication technologies
    • Increase in media alternatives
    • Media companies recognize how they can add value to their delivery systems by expanding their audience information
    • Large media conglomerates
    • More fragmentation
  • 29. The Agency/Client Relationship
    • The agency/client relationship is critical to the successful functional of an IMC program.
    • Client trust can significantly affect the quality of its agency’s work, the smoothness of the working relationship, and the effectiveness of an IMC program.
    • A client’s attitude toward its agency – how it sees its agency – often determines the level of trust and respect.