Copyright © 2002 by The McGraw-Hill Companies, Inc. All ...
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All ... Presentation Transcript

  • 1. Chapter 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.
  • 2. 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.
  • 3. The Golden Triangle
    • Figure 3-1, p.83
  • 4. The Bigger Picture of the Marketing Communication Players
    • Figure 3-2, p.83
  • 5. 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 .
  • 6. 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.
  • 7. Benefit of cross-functional IMC team:
    • 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.
  • 8. Agency Partners
    • In general, the larger the marketing communications budget, the more marketing communication agencies a company will hire.
    •   Types of MC specialist agencies (most common):
    • Advertising
    • Public Relations
    • Direct Marketing
    • Sales Promotion
    • Packaging/Corporate Identity
  • 9. Types of Agency Services
    • The largest number and type of MC agencies are ad 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 
  • 10. Media Buying Services
    • Media buying services specialize in buying time and space, that is, placing brand messages in the media.
  • 11. 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
  • 12. 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.
  • 13. 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
  • 14. 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
  • 15. MC Suppliers
    • MC Suppliers are specialists who help MC agencies actually produce their work.
    • These suppliers include:
    • Creative boutiques
    • Freelancers
    • Production Houses
  • 16. 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
  • 17. 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
  • 18. 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.