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Participants in the IMC Process
Advertiser (Client)
Advertising agency
President
Research
and Human
Production Finance Marketing
develop- resources
ment
Marketing Product
Advertising Sales
research planning
Pros & Cons of a Centralized System
+ Positive - Negative
Better Less goal
communications involvement
Fewer The
personnel Centralized Longer
System response time
Continuity
Impractical for
multiple brands,
More top products,
divisions
management
involvement
Decentralized Advertising System
Corporate
Ad agency
Sales promotion
Brand
Manager Package design
Ad agency Merchandising
Pros & Cons of Decentralization
+ Positive - Negative
Ineffective
Concentrated
decision making
attention
Lack of
Authority
Test Your Knowledge
+ Positive - Negative
Cost Less
savings experience
The
More Less
control In-house objectivity
Agency
Better Less
coordination flexibility
The Ad Agencys Role
Planning
advertising Full range of Performing
marketing research
Creating
communication
advertising
and promotion
services Selecting media
Producing
advertising
Board of
directors
President
VP creative
VP account VP marketing
services VP management
services services
and finance
Writers Print
Art directors production Sales
Media
Promotion
Account
TV supervision
production
Research Office
management Finance
Traffic Account
Accounting
Executive
Personnel
Services Provided by Agencies
Agency Services
Creative
Provide only creative services
Boutiques
Media
Specialize in buying media,
Specialist especially broadcast time
Companies
Commissions
from media
Percentage
charges
Evaluating Agencies
Financial Qualitative
Audit Audit
Integrated
disciplines
New media & functions
guidance,
Creative
solutions
ideas
Brand
driver
evaluation
Collaboration
Talented Ideas/programs
people for multi comm.
programs
Loyalty to a Single Agency
Young &
Rubicam has
handled the
Dr Pepper
account for
over 30 years
Why Agencies Lose Clients
Changes
Poor Payment
in size of client
communications conflicts
or agency
Unrealistic Conflicts of
Policy Changes
Client demands interest
Change in
Personality Policy Changes clients strategy
conflicts
How Agencies Gain Clients
Referrals Presentations
Solicitations
Direct-
Marketing
Database Agencies Media services
management
Direct
Creative
mail
Database
development,
Research management Production
Direct-Marketing Agency
Promotional planning
Creative research
Tie-in coordination
Fulfillment
Catalog production
Contest/sweepstakes
management
Functions Performed by Public Relations Firms
Strategy Public
Special events
development affairs
Coordination
Lobbying Research with promotional
areas
Functions Performed by Interactive Agencies
Web
CD-ROMs
banner ads
Interactive
Web sites Text messages
Media Creation
Search engine
Kiosks optimization
Website for the California Milk Advisory Board
Marketing Research Companies
Qualitative research
Quantitative studies
Pros and Cons of Integrated Services
+ Positive - Negative
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