La estructura de la publicidad y promoción


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Esta es una presentación cortesía de Mc Graw Hill, que facilita el curso, a partir del libro Publicidad y Promoción, perspectiva de la comunicación de marketing integral. Autores George E Belch y Michael A. Belch.

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La estructura de la publicidad y promoción

  1. 1. 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication OrganizationsMcGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Participants in the IMC ProcessAdvertiser (Client)Advertising agencyMedia organizations Direct- Sales response promotionMarketing agencies agenciescommunicationsspecialistorganizations Public Interactive relations agenciesCollateral services firms
  3. 3. Organizing for Advertising and Promotion• The way a company (the client) organizes depends on – Its size – The number of products it markets – The role of advertising and promotion in the marketing mix – The budget – Its marketing organization structure
  4. 4. Advertising Dept. Under Centralized System President Research and HumanProduction Finance Marketing develop- resources ment Marketing Product Advertising Sales research planning
  5. 5. Pros & Cons of a Centralized System + Positive - Negative Better Less goalcommunications involvement Fewer The personnel Centralized Longer System response time Continuity Impractical for multiple brands, More top products, divisions management involvement
  6. 6. Decentralized Advertising System CorporateProduction Finance Marketing R&D Human Resources Sales Product Marketing Management services Brand Advertising Marketing Manager Dept Research Ad agency Sales promotion Brand Manager Package design Ad agency Merchandising
  7. 7. Pros & Cons of Decentralization+ Positive - Negative IneffectiveConcentrated decision making attentionRapid problem The Internal conflicts response Decentralized System Unequal distribution Increased of funds flexibility Lack of Authority
  8. 8. Test Your KnowledgeA major reason why some companies choose to usean in-house agency is to: A) Maintain creative freshness B) Reduce advertising and promotions costs C) Better understand how advertising works D) Win advertising awards that will enhance the image of their brands E) Do all of the above
  9. 9. In-House AgenciesBenetton’s in-house agency works with outside agencies to develop ads
  10. 10. Pros & Cons of In-House Agencies+ Positive - Negative Cost Less savings experience The More Less control In-house objectivity Agency Better Lesscoordination flexibility
  11. 11. The Ad Agency’s Role• Reasons for using an ad agency – Highly skilled specialists – Specialization in a particular industry – Objective viewpoint of the market – Broad range of experience
  12. 12. Ad Agencies Have Skilled Specialists Artists Writers ResearchersPhotographers Media Analysts Other Skills
  13. 13. Full-Service Agencies Planning advertising Full range of Performing marketing research Creating communication advertising and promotion services Selecting media Producing advertisingStrategic market Interactive planning capabilities Sales Nonadvertising Package design promotions services Direct Public relations marketing and publicity
  14. 14. Typical Full-Service Agency Organization Board of directors President VP creative VP account VP marketing services VP management services services and finance Writers PrintArt directors production Sales Media Promotion Account TV supervision production Research Office management Finance Traffic Account Accounting Executive Personnel
  15. 15. Services Provided by Agencies Agency Services Account Marketing Creative Mgmt & Services Services Services FinanceThe link Research Creation, Accountingbetween department execution ofagency and ads Financeclient May include account Copywriter HumanManaged planners artists, resourcesby the other Newaccount Media dept. specialists obtains businessexecutive generation media space, time
  16. 16. The Role of Creative Boutiques Creative Provide only creative servicesBoutiques Full-service agencies may subcontract with creative boutiques Ability to turn out inventive creative work quickly
  17. 17. Media Buying Can be Specialized Media Specialize in buying media, Specialist especially broadcast timeCompanies Agencies and clients develop media strategy Media buying organizations implement the strategy and buy time and space
  18. 18. Test Your KnowledgeWhich of the following statements about changes in the wayadvertising agencies are being compensated is true? A) Most clients do not pay full commissions to their agencies because they prefer fee- or incentive-based systems. B) From the viewpoints of both the client and the agency, the traditional commission system is superior to negotiated commissions. C) Most clients want their agencies to be in total charge of the integrated marketing communications process, so they prefer to compensate them based on media commissions. D) Statements A, B, and C are all true.
  19. 19. Methods of Agency Compensation Commissions from media Fee, cost, andCompensation incentive-based Methods systems Percentage charges
  20. 20. Evaluating Agencies Financial Qualitative Audit Audit Verify costs, expenses PlanningPersonnel hours charged Program development Payments to media Implementation Payments to suppliers Results achieved
  21. 21. Top Agency Value-Add Activities Integrated disciplines New media & functions guidance, Creative solutions ideas Brand driverevaluation Collaboration Talented Ideas/programs people for multi comm. programs
  22. 22. Loyalty to a Single Agency Young & Rubicam has handled the Dr Pepper account for over 30 years
  23. 23. Why Agencies Lose Clients Poor Declining Personnel performance sales changes Changes Poor Payment in size of clientcommunications conflicts or agency Unrealistic Conflicts of Policy ChangesClient demands interest Change in Personality Policy Changes client’s strategy conflicts
  24. 24. How Agencies Gain Clients Referrals Presentations SolicitationsPublic Relations Image, Reputation
  25. 25. The Hottest Agency in the Ad Business
  26. 26. Direct-Marketing Agency Activities Direct- Marketing Database Agencies Media servicesmanagement Direct Creative mail Database development, Research management Production
  27. 27. Direct-Marketing Agency• Departments in a typical direct- marketing agency – Account management – Creative – Media – Database development and management
  28. 28. Sales Promotion Agencies Promotional planning Creative research Tie-in coordination Fulfillment Premium design and manufacturing Catalog production Contest/sweepstakes management
  29. 29. Functions Performed by Public Relations Firms Strategy Public Special events development affairs Generating News releases, Managing publicity communication crises Coordination Lobbying Research with promotional areas
  30. 30. Functions Performed by Interactive Agencies Web CD-ROMs banner ads Interactive Web sites Text messages Media Creation Search engine Kiosks optimization
  31. 31. Website for the California Milk Advisory Board
  32. 32. Marketing Research Companies Help clients under- stand target audience Qualitative research Quantitative studies
  33. 33. Pros and Cons of Integrated Services + Positive - NegativeGreater synergy Budget politics Convenience Integrated Poor Services communication Single image for No synergyproduct or service
  34. 34. Test Your KnowledgeMarketing executives say the biggest obstacle toimplementing IMC is: A) Lack of management support B) Insufficient budgets C) Lack of people with the right perspective and skills D) Inexperienced ad agencies
  35. 35. Obstacles to Implementing IMC• Key obstacles – Lack of people with the broad perspective and skills to make it work – Internal turf battles – Agency egos – Fear of budget reductions – Ensuring consistent execution – Measuring success – Compensation
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