0
MRP/IMC/M1

1
Development and implementation of IMC program is a complex
process.
It requires the skills and efforts of many people and ...
Participants in the IMC process

Advertiser
(client)

Advertising
Agency

Media
Organizations

Marketing
Communication
Spe...
Advertising Agency
It is an outside firm that specializes in the creation, production and
placement of communications mess...
Media Organizations
Primary objective is to provide information or entertainment to their
subscribers, viewers or readers....
Specialized MARCOM services
They include:
Direct marketing agencies – develops direct marketing programs
Sales promotion a...
Collateral Services
They include:
Marketing research company, package design firms, consultants,
photographers, event mark...
Client side: Organization structure for promotion:
Centralized system
Decentralized system
In-house agency

MRP/IMC/M1

8
Centralized system
CEO

Production

FInance

Marketing

R&D

Human
Resources

Marketing Research
Advertising

Advertising
...
In such a system, the basic functions of the advertising manager
are as follows:
1. Planning and Budgeting
2. Administrati...
Decentralized system
Production

FInance

Marketing Services

Advertising
Department

Marketing
Research

CEO

Marketing

...
In-house agencies
It is an advertising agency that is set up, owned, and operated by
the advertiser.
Sometimes they are li...
Organizational
System

Advantages

Disadvantages

Centralized

- Fewer persons
- More top-mgmt
involvement

- Longer respo...
The Ad agency’s role in IMC
Reasons for using an agency:
-Services

of highly skilled individuals who are specialists in t...
Types of Ad agencies:
-Full

service agencies

-Creative
-Media

boutiques

buying services

MRP/IMC/M1

15
Planning
Planning
advertising
advertising
Creating
Creating
advertising
advertising
Producing
Producing
advertising
advert...
Creative services
-Creation

and execution of advertisements

-Copywriters

write the message and art department takes car...
Account services
-This

is the link between the ad agency and its clients

-The

account executive is responsible for unde...
Marketing Services
-It

includes a marketing research department to gather, analyze
and interpret information
-The

media ...
Management and Finance
-The

ad agency must be managed and perform basic operating
and administrative functions such as ac...
Board of
directors
President
VP creative
services

VP account
services
Print
production

Writers

Art directors

TV
produc...
Creative Boutiques
It is an agency that provides only creative services.
Full service agencies often subcontract work to c...
Media buying services
They are independent companies that specialize in the buying of
media time. Eg. Radio and television...
How agencies gain clients?
Through referrals – from existing clients, media and even other agencies
Business Development
S...
Referrals
Referrals

Presentations
Presentations

Solicitations
Solicitations

Public Relations
Public Relations

Image, R...
Poor
performance

Declining
sales

Personnel
changes

Poor
communications

Payment
conflicts

Changes
in size of client
or...
Specialized Services

Database
Database
management
management

DirectDirectMarketing
Marketing
Agencies
Agencies

Media se...
Sales Promotion Agency

Promotional planning
Promotional planning
Creative research
Creative research
Tie-in coordination
...
PR Firms
Strategy
development

Generating
publicity

Lobbying

Public
affairs

Special events

News releases,
communicatio...
Interactive Media Services
Web
Web
banner ads
banner ads
Web sites
Web sites

CD-ROMs
CD-ROMs

Interactive
Interactive
Med...
Collateral Services – Marketing Research Company
Help clients underHelp clients understand target
stand target
audience
au...
MRP/IMC/M1

32
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IMC best presentation by Hamir Singh Rajput, MPA, Islamabad

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  • Transcript of "IMC best presentation by Hamir Singh Rajput, MPA, Islamabad"

    1. 1. MRP/IMC/M1 1
    2. 2. Development and implementation of IMC program is a complex process. It requires the skills and efforts of many people and several specialized organizations/agencies. Which are the participants in the IMC process..? MRP/IMC/M1 2
    3. 3. Participants in the IMC process Advertiser (client) Advertising Agency Media Organizations Marketing Communication Specialist Organizations: Collateral Services -Direct response agencies -Sales promotion agencies -Interactive agencies -PR firms MRP/IMC/M1 3
    4. 4. Advertising Agency It is an outside firm that specializes in the creation, production and placement of communications message and that may provide other services to facilitate the marketing and promotions process. Example : Adone advertiser from kharachi. Nomi group, AD Delta agency MRP/IMC/M1 4
    5. 5. Media Organizations Primary objective is to provide information or entertainment to their subscribers, viewers or readers. Eg. TV channels, print media, radio etc are some of the media organizations. A mediums primary objective is to sell itself as a way for companies to reach their target markets with their message effectively. MRP/IMC/M1 5
    6. 6. Specialized MARCOM services They include: Direct marketing agencies – develops direct marketing programs Sales promotion agencies – develop contests, sweepstakes, premium offers etc. Interactive agencies – use of websites, internet Public relations firms – communication and relationships with relevant publics MRP/IMC/M1 6
    7. 7. Collateral Services They include: Marketing research company, package design firms, consultants, photographers, event marketing companies. MRP/IMC/M1 7
    8. 8. Client side: Organization structure for promotion: Centralized system Decentralized system In-house agency MRP/IMC/M1 8
    9. 9. Centralized system CEO Production FInance Marketing R&D Human Resources Marketing Research Advertising Advertising Manager Sales Product Planning MRP/IMC/M1 9
    10. 10. In such a system, the basic functions of the advertising manager are as follows: 1. Planning and Budgeting 2. Administration and execution 3. Coordination with other departments – market research, sales dept 4. Coordination with outside agencies and services MRP/IMC/M1 10
    11. 11. Decentralized system Production FInance Marketing Services Advertising Department Marketing Research CEO Marketing R&D Product Management Human Resources Sales Product/brand Manager Brand Manager Ad agency Product Manager Brand Manager Ad agency Product Manager Brand Manager Ad agency MRP/IMC/M1 11
    12. 12. In-house agencies It is an advertising agency that is set up, owned, and operated by the advertiser. Sometimes they are little more than advertising departments only. They result in cost saving, time saving and are better controlled by the management. Eg. Calvin Klein, The Gap, Benetton MRP/IMC/M1 12
    13. 13. Organizational System Advantages Disadvantages Centralized - Fewer persons - More top-mgmt involvement - Longer response time - Cannot handle multiple product lines Decentralized - Rapid response to problems - Increased flexibility - Ineffective decision making - Internal conflicts In-house agency - Cost savings - More control - Less experience - Less objectivity MRP/IMC/M1 13
    14. 14. The Ad agency’s role in IMC Reasons for using an agency: -Services of highly skilled individuals who are specialists in their chosen fields. - Industry specific offerings of agencies -An outside agency can provide an objective viewpoint of the market and is not subject to internal company policies, biases or other limitations -It can draw on the broad range of experience MRP/IMC/M1 14
    15. 15. Types of Ad agencies: -Full service agencies -Creative -Media boutiques buying services MRP/IMC/M1 15
    16. 16. Planning Planning advertising advertising Creating Creating advertising advertising Producing Producing advertising advertising Full range of Full range of marketing marketing communication communication and promotion and promotion services services Performing Performing research research Selecting media Selecting media Interactive Interactive capabilities capabilities Strategic market Strategic market planning planning Sales Sales promotions promotions Direct Direct marketing marketing Nonadvertising Nonadvertising services services Package design Package design Public relations Public relations and publicity and publicity MRP/IMC/M1 16
    17. 17. Creative services -Creation and execution of advertisements -Copywriters write the message and art department takes care of how the ad looks -For TV ads, the layout is known as a storyboard -Once the copy, layout, illustrations have been completed, the ad is turned over to the production department -Printers, -A photographers, typographers are hired to produce the ad traffic department coordinates the phases of production MRP/IMC/M1 17
    18. 18. Account services -This is the link between the ad agency and its clients -The account executive is responsible for understanding the advertiser’s marketing and promotions needs and interpreting them to the agency personnel MRP/IMC/M1 18
    19. 19. Marketing Services -It includes a marketing research department to gather, analyze and interpret information -The media department analyzes, selects and contracts for space or time in the media MRP/IMC/M1 19
    20. 20. Management and Finance -The ad agency must be managed and perform basic operating and administrative functions such as accounting, finance and human resources. -Large agencies employ administrative, managerial and clerical people to perform these functions. -Almost 64% of an agencies income goes to salary and benefits for its employees MRP/IMC/M1 20
    21. 21. Board of directors President VP creative services VP account services Print production Writers Art directors TV production Traffic VP marketing services Media Account supervision VP management and finance Sales Promotion Research Office management Account Executive Finance Accounting Personnel MRP/IMC/M1 21
    22. 22. Creative Boutiques It is an agency that provides only creative services. Full service agencies often subcontract work to creative boutiques when they are very busy or because its own employees do not have sufficient skills. MRP/IMC/M1 22
    23. 23. Media buying services They are independent companies that specialize in the buying of media time. Eg. Radio and television time Since they purchase large amounts of time and space, they receive large discounts and can save the small agency or client money on media purchases. MRP/IMC/M1 23
    24. 24. How agencies gain clients? Through referrals – from existing clients, media and even other agencies Business Development Solicitations – seeks and establish contact with new clients Presentations – give a speculative presentation for prospective clients Public relations – participation in events, work with charitable organizations or just engage in mass media publicity Image and reputation – developed over the years working with big clients MRP/IMC/M1 24
    25. 25. Referrals Referrals Presentations Presentations Solicitations Solicitations Public Relations Public Relations Image, Reputation Image, Reputation MRP/IMC/M1 25
    26. 26. Poor performance Declining sales Personnel changes Poor communications Payment conflicts Changes in size of client or agency Unrealistic Client demands Personality conflicts Conflicts of Interest – competition Policy Changes Change in client’s strategy MRP/IMC/M1 26
    27. 27. Specialized Services Database Database management management DirectDirectMarketing Marketing Agencies Agencies Media services Media services Direct Direct mail mail Research Research Creative Creative Database Database development, development, management management Production Production MRP/IMC/M1 27
    28. 28. Sales Promotion Agency Promotional planning Promotional planning Creative research Creative research Tie-in coordination Tie-in coordination Fulfillment Fulfillment Premium design and Premium design and manufacturing manufacturing Catalog production Catalog production Contest/sweepstakes Contest/sweepstakes management management MRP/IMC/M1 28
    29. 29. PR Firms Strategy development Generating publicity Lobbying Public affairs Special events News releases, communication Managing crises Research Coordination with promotional areas MRP/IMC/M1 29
    30. 30. Interactive Media Services Web Web banner ads banner ads Web sites Web sites CD-ROMs CD-ROMs Interactive Interactive Media Creation Media Creation Kiosks Kiosks Text messages Text messages Search engine Search engine optimization optimization MRP/IMC/M1 30
    31. 31. Collateral Services – Marketing Research Company Help clients underHelp clients understand target stand target audience audience Qualitative research Qualitative research Quantitative studies Quantitative studies MRP/IMC/M1 31
    32. 32. MRP/IMC/M1 32
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