Beruflich Dokumente
Kultur Dokumente
g
g for Advertising
g
and Promotion:
Advertiser (Client)
Advertising Agency
Media
d Organizations
Marketing
a et g
Communications
Specialist
Organization
Collateral Services
Directt
Di
Response
Agencies
g
Sales
S
l
Promotion
Agencies
g
Public
Relations
Firms
Interactive
Agencies
Production
Finance
Advertising
Marketing
Marketing
Research
Research
and
Development
Sales
Human
Resources
Product
Planning
- Negative
Better
Communications
Less Goal
Involvement
Fewer
Personnel
Continuity
Of Staff
The
C t li d
Centralized
System
Longer
g
Response Time
Cant Do
Multiple Product
Lines
- Negative
Concentrated
Attention
Lack of
Experience
in IMC
Rapid
p Problem
Response
Increased
Flexibility
The
D
Decentralized
t li d
System
Competition
p
for
Resources
Lack of
Authority
- Negative
Cost
Savings
Less
Experience
More
Control
Better
Coordination
The
I h
In-house
Agency
Less
Objectivity
Less
Flexibility
Full-Services Agencies
Planning
advertising
Creating
advertising
P d i
Producing
advertising
Full Range of
Marketing
Communication
and Promotion
Services
Strategic market
planning
Sales promotion
and training
Trade show
materials
Performing
research
Selecting media
Package design
Non-Advertising
Services
Public relations
and publicity
Board of
Directors
President
VP Creative
Services
W it
Writers
Art Directors
TV
Produciton
Traffic
Print
P
i t
Production
Traffic
VP Account
Services
Accountt
A
Supervision
Account
Executive
VP Management
and Finance
VP Marketing
Services
Media
Research
Sales
Promotion
Personnel
Office
Management
Accounting
Finance
Marketing
S
Services
i
Researchh
R
department may
design and execute
research pprograms
g
Media department
may analyze, select
and contract media
resources
Creative
S
Services
i
Creation
C
ti andd
execution of ads
Copywriters,
artists,
ti t other
th
specialists
Creative
Boutiques
Media
Buying
Services
Compensation
Methods
Percentage
Charges
Fee
Arrangements
Incentive-Based
Incentive
Based
Payment
Poor
performance
Unrealistic
demands
Personality
conflicts
Personnel
changes
Poor
communications
Changes
in size
Conflict of
interests
Changes
in strategy
Declining
sales
Payment
conflicts
Policy
changes