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

  • 518 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
518
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
11
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

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.