Date post: | 12-Jan-2015 |
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MRP/IMC/M1 1
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..?
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Participants in the IMC process
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Advertiser(client)
AdvertisingAgency
MediaOrganizations
MarketingCommunicationSpecialistOrganizations:
-Direct response agencies
-Sales promotion agencies
-Interactive agencies
-PR firms
CollateralServices
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
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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.
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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
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Collateral Services
They include:
Marketing research company, package design firms, consultants, photographers, event marketing companies.
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Client side: Organization structure for promotion:
Centralized system
Decentralized system
In-house agency
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Centralized system
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CEO
Production FInance Marketing R&D Human Resources
Marketing Research
Advertising
Sales
Product Planning
Advertising Manager
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
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Decentralized system
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CEO
Production FInance Marketing R&D Human Resources
Marketing Services
AdvertisingDepartment
SalesProduct Management
Brand Manager
Brand Manager
Brand Manager
Ad agency
Ad agency
Ad agency
Marketing Research
Product/brand Manager
Product Manager
Product Manager
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
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Organizational Advantages DisadvantagesSystem
Centralized - Fewer persons - Longer response time- More top-mgmt - Cannot handle multiple involvement product lines
Decentralized - Rapid response - Ineffective decision to problems making- Increased flexibility - Internal conflicts
In-house agency - Cost savings - Less experience- More control - Less objectivity
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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
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Types of Ad agencies:
-Full service agencies
-Creative boutiques
-Media buying services
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Creating advertisingCreating
advertising
Planning advertisingPlanning
advertising
Producing advertisingProducing advertising
Performing research
Performing research
Selecting mediaSelecting media
Sales promotions
Sales promotions
Strategic market planning
Strategic market planning
Direct marketing
Direct marketing
Interactive capabilitiesInteractive capabilities
Package designPackage design
Full range of marketing
communication and promotion
services
Full range of marketing
communication and promotion
services
Nonadvertising services
Nonadvertising services
Public relations and publicity
Public relations and publicity
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, photographers, typographers are hired to produce the
ad
-A traffic department coordinates the phases of production
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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
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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
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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
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WritersArt directors
TVproduction
Traffic
Printproduction
AccountExecutive
Accountsupervision
VP accountservices
Media
Research
SalesPromotion
VP marketingservices
Personnel
Accounting
FinanceOffice
management
VP managementand finance
President
Board ofdirectors
VP creativeservices
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.
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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.
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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
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ReferralsReferrals
SolicitationsSolicitations
PresentationsPresentations
Public RelationsPublic Relations Image, ReputationImage, Reputation
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Poorperformance
Poorcommunications
UnrealisticClient demands
Personalityconflicts
Personnelchanges
Changesin size of client
or agency
Conflicts ofInterest –
competition
Change in client’s strategy
Decliningsales
Paymentconflicts
Policy Changes
Specialized Services
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Directmail
Directmail
Databasemanagement
Databasemanagement
ResearchResearch
CreativeCreative
Media servicesMedia services
Direct-MarketingAgencies
Direct-MarketingAgencies
ProductionProduction
Database development, management
Database development, management
Sales Promotion Agency
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Catalog productionCatalog production
Promotional planningPromotional planning
Creative researchCreative research
Tie-in coordinationTie-in coordination
FulfillmentFulfillment
Premium design and manufacturing
Premium design and manufacturing
Contest/sweepstakes management
Contest/sweepstakes management
PR Firms
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Strategydevelopment
Generatingpublicity
Lobbying
Publicaffairs
News releases,communication
Research
Managingcrises
Coordinationwith promotional
areas
Special events
Interactive Media Services
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Webbanner ads
Webbanner ads
Search engine optimization
Search engine optimizationKiosksKiosks
Interactive Media Creation
Interactive Media Creation
CD-ROMsCD-ROMs
Web sitesWeb sites Text messagesText messages
Collateral Services – Marketing Research Company
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Quantitative studiesQuantitative studies
Qualitative researchQualitative research
Help clients under-stand target
audience
Help clients under-stand target
audience
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