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Relation to textThis slide relates to material on pp. 73-74 of the text and Figure 3-1.
Summary OverviewThe various participants in the IMC process are shown on this slide.
Advertiser (client) – the company or organization that has the product, service or cause to be marketed and provides the funds to pay for the IMC program
Advertising Agency – a firm that specializes in the creation, production, and often the placement of the communications messages and may provide other services to facilitate the IMC process
Media Organizations – companies that provide information and entertainment to subscribers, viewers, listeners and/or readers and in which marketers can purchase time or space to deliver their advertising and promotion messages
Marketing Communication Specialist Organizations – companies that provide specialized marketing communication services that are used as part of the IMC process. These include
Direct response agencies
Sales promotion agencies
Public Relations Firms
Interactive Agencies
Collateral Services – companies that provide a wide array of support functions used by advertisers, agencies, media organizations, and specialist organizations such as marketing research, package design, photography, video production and other services
Use of this slideThis slide can be used to introduce the various participants in the IMC process and provide a brief overview of their roles. More detailed discussion of the role and responsibilities of each participant will follow.
Relation to textThis slide relates to the material on pp. 75-76 of the text and Figure 3-2.
Summary OverviewCompanies have several options as to how they organize for advertising, including the centralized, decentralized and in-house systems. This slide shows how companies organize for advertising under a centralized system. Under this system, various organizational activities are divided along functional lines, with marketing being a key area, along with production, finance, research and development, and human resources. Within marketing, activities are also divided along functional lines, with advertising placed alongside other areas, such as marketing research, sales, and product planning.
Use of this slideThis slide can be used to show how companies organize under a centralized system, whereby an advertising or marketing communications manager supervises all promotion activities. The various activities of an advertising or marketing communications manager that should be discussed include:
Planning and budgeting
Administration and Execution
Coordination with other departments
Coordination with outside agencies and services
Relation to textThis slide relates to page 76 of the text.
Summary OverviewThis slide presents the pros and cons of having a centralized organizational system. Large companies with a single product or service, such as Continental Airlines, often have a centralized advertising department. Having a central location facilitates communication regarding the promotions program, making it easier for top management to participate in decision making. It is also a more efficient operation, because fewer people are involved in decision making, and as their experience in making these decisions increases, the process becomes easier.
From a negative standpoint, it is difficult for the advertising department to understand the overall marketing strategy for the brand, and response to specific needs or problems may be slow. As companies become larger and develop or acquire new products, brands, or divisions, a centralized system may become impractical.
Use of this slideUse this slide to facilitate a discussion about the pros and cons of having a centralized advertising department.
Relation to textThis slide relates to the material on pp. 76-79 of the text and Figure 3-3.
Summary OverviewThis slide shows how companies organize advertising and promotion under a decentralized brand management system, which is often used by large companies with multiple divisions, products, and brands. Under this system, responsibility for the various IMC functions are assigned to a product or brand manager, who works closely with the outside advertising agency, as well as other marketing communication specialists. The brand manager may also work with other areas of marketing within the firm, such as sales, marketing research, and the advertising/promotion department.
Use of this slideUse this slide to show how responsibilities are divided in a company that has a decentralized advertising system.
Relation to textThis slide relates to the material on pp. 76-79 of the text.
Summary OverviewThis slide presents the pros and cons of using a decentralized marketing system to handle advertising and promotion.
The positive aspects of this system include:
Concentrated managerial attention for a product or brand
Rapid response to problems and opportunities facing a brand
Increased flexibility, allowing for adjustments to various aspects of the advertising and promotional program
The negative aspects of decentralization include:
Ineffective decisions, since brand managers often lack training and experience in advertising and promotion
Internal conflict as brand managers compete for top management attention and marketing resources
Lack of authority by brand managers over the functions needed to implement and control the plans they develop
Use of this slideUse this slide to present the pros and cons of a decentralized brand management system, which is common among large companies with multiple products, brands, or divisions.
Relation to textThis slide relates to the material on pp. 75-78 and Figure 3-5
Summary OverviewThis slide presents the pros and cons of using an in-house agency to handle advertising and promotion. Advantages of this system include:
Cost savings, because media commissions that normally go to an outside agency remain in house
More control over the advertising function, because it is handled within the company rather than by an outside agency
Better coordination of advertising and promotion with the firm’s other marketing activities
Negative aspects of this system include:
Less advertising experience than is available from an outside agency, which has a variety of specialists in various areas of advertising
Less objectivity, because those working for an in-house agency are part of the company
Less flexibility, as outside agencies can be changed more easily. Changes among in-house agency personnel are slower and more disruptive
Use of this slideUse this slide to present the pros and cons of using in-house agencies. Examples of companies that use in-house agencies include Calvin Klein and Radio Shack.
Relation to textThis slide relates to material on page 83 of the text.
Summary OverviewOne of the main reasons outside advertising agencies are used is that they provide the client with the services of highly skilled individuals who are specialists in their fields. These specialists include:
Artists
Writers
Researchers
Photographers
Media Analysts
Specialists with other skills
Use of this slideThis slide can be used to introduce the various services and specialists of an advertising agency. The expertise and skill of an outside advertising agency is only one reason for choosing to use them. Other reasons can include their more objective viewpoint and broad range of experience with a variety of products, companies, and industries.
Relation to textThis slide relates to material on p. 84 of the text.
Summary OverviewThis slide defines and summarizes the activities of a full-service advertising agency, which offers a full range of marketing, communications, and promotions services. These advertising services include:
Planning, creating, and producing advertising campaigns
Performing marketing and advertising research
Selecting media
The non-advertising services performed by a full service agency are:
Strategic market planning
Sales promotion
Direct marketing
Interactive capabilities
Package design
Public relations and publicity
Use of this slideThis slide can be used to introduce the wide array of activities performed by a full service advertising agency.
Relation to textThis slide relates to page 85 of the text.
Summary OverviewThis slide shows the organization of a full-service advertising agency.
Use of this slideThis slide can be used as part of a discussion of X
Relation to textThis slide relates to material on page 90 of the text.
Summary OverviewCreative boutiques developed in response to some clients’ desire to use only the creative talent of an outside agency while maintaining other functions internally. Clients seek the help of creative boutiques when an extra creative effort is required, or because its own employees do not have sufficient skills. They can be used in these ways:
By client companies for creative services only
Full service agencies may subcontract for their creative services when busy or when not wanting to add permanent employees
Other functions such as advertising planning, research and media buying may be done internally within the company or contracted out
Use of slideThis slide can be used to explain the role of creative boutiques in planning an IMC program. They usually are hired for their creative talent and are paid on a fee basis. They can be hired directly by a company for their specialized services, or by a full service agency when they are very busy or do not want to hire full-time employees.
Relation to textThis slide relates to page 94 of the text.
Summary OverviewThis slide shows two types of assessments that can be used to evaluate an agency’s performance. The financial audit focuses on how the agency conducts its business. The qualitative audit focuses on the agency’s efforts in planning, developing, and implementing the client’s advertising programs and the results achieved.
Use of this slideThis slide can be used to introduce agency evaluation, which is often done on a subjective, informal basis, particularly in smaller companies where ad budgets are low or advertising is not seen as a critical factors in the firm’s marketing performance.
Relation to textThis slide relates to page
Summary OverviewThis slide shows X
Use of this slideThis slide can be used as part of a discussion of X
Relation to textThis slide relates to material on pp. 97-98 of the text, which discusses reasons why agencies lose clients.
Summary OverviewThe various reasons why an agency might lose clients are shown on this slide. Some of these are avoidable, while others may be beyond the agency’s control. Recognizing these warning signs promptly can give an agency the time it needs to adapt its programs and policies, with the objective of trying to keep the client satisfied.
Use of this slideThis slide can be used to during a discussion of why/how an agency loses clients.
Relation to textThis slide relates to pp. 98- of the text, which discusses X.
Summary OverviewCompetition for accounts in the agency business is intense. For most large agencies, most new business comes from clients who already have an agency but decide to change their relationships. Thus, agencies must constantly search and compete for new clients. Some of the ways they do this are shown on this slide.
Use of this slideGaining new business is very important to advertising agencies. This slide can be used to show the various ways an agency can gain new business.
Relation to textThis slide relates to material on p. 101 of the text, which discusses direct-marketing agencies.
Summary OverviewOne of the fastest growing areas of IMC is direct marketing, where companies communicate with consumers through telemarketing, direct mail, television, the Internet, and other forms of direct-response advertising. As this industry has grown, many agencies have evolved to offer companies their specialized skills in both consumer and business markets. This slide shows the various services and departments of a direct response agency.
Use of slideThis slide can be used to discuss the role of direct response agencies, the types of services they provide and their role in the development of an IMC program. Point our that database development and management is becoming on the most important services provided by direct-response agencies.
Relation to textThis slide relates to material on page 102 of the text.
Summary OverviewDeveloping and managing sales promotion programs, such as contests, sweepstakes, refunds and rebates, premium and incentive offers, and sampling programs, is a very complex task. Most companies use a sales promotion agency to develop and administer these programs.
Use of this slideThis slide can be used to discuss the role of sales promotion agencies.
Relation to textThis slide relates to material on p. 102 of the text.
Summary OverviewMany large companies use both an advertising agency and a public relations firm. The public relations firm develops and implements programs to manage the organization’s publicity, image, and affairs with consumers and other relevant publics, including employees, suppliers, stockholders, government, labor groups, citizen action groups, and the general public. This slide shows the typical activities of the PR firm.
Use of this slideThis slide can be used to show the services provided by public relations firms.
Relation to textThis slide relates to material on pp. 103-104 of the text.
Summary OverviewWith the rapid growth of the Internet and other forms of interactive media, a new type of specialized marketing communications organizations has evolved—the interactive agency. Interactive agencies specialize in the development and strategic use of various interactive tools, web sites, banner ads, CD-ROMs, text messages, search engine optimization, and kiosks. They also have expertise in digital technology elements, such as audio, video, special effects, and animation, as well as database marketing.
Use of slideThis slide can be used as part of a discussion of the role of interactive agencies.
Relation to textThis slide relates to material on p. 104 of the text.
Summary OverviewThe final participants in the promotional process are those that provide various collateral services. These services include marketing research firms, package design firms, photographers, printers, video production houses, and event marketing services companies.
Marketing research companies are widely used to help companies understand their target audiences and gather information that will be of value when designing and evaluating their advertising and promotions programs. Qualitative research includes such things as in-depth interview and focus groups. Quantitative studies include market surveys.
Use of slideThis slide can be used to introduce the marketing research agency as a collateral service in the promotional process. The marketing research agency continues to be a valuable resource as companies try to better understand their targeted consumer and how best to meet their needs.
Relation to textThis slide relates to pages 104-105 of the text.
Summary OverviewThis slide shows the positive and negative aspects of having integrated promotional services.
Use of this slideThis slide can be used as part of a discussion of X