Your SlideShare is downloading. ×
3-IMC Partners and Cross-Functional Organization.ppt
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

3-IMC Partners and Cross-Functional Organization.ppt


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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.