The document discusses how firms organize their advertising and promotion efforts. It explains that firms typically use a centralized, decentralized, or category-based system to manage promotions. It also describes the various participants in integrated marketing communications, including advertising agencies, media organizations, and specialized service providers. Finally, it outlines different types of advertising agencies, compensation models, and factors that influence an agency gaining or losing a client.

1. Advertising Management Lecture 3: Organizing for Advertising and Promotion

14. Comparison of Advertising Organization Systems

27. Example of Commission System Payment

38. Pro bono work by ad agencies