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Organizing for Advertising and Promotion The Role of Ad PowerPoint Presentation

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About This Presentation

Slide 1 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communications Organizations © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 2 - Participants in the IMC Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Communications Specialist Organization Media Organizations Advertiser (Client) Advertising Agency Collateral Services Direct Response Agencies Sales Promotion Agencies Interactive Agencies Public Relations Firms
Slide 3 - Advertising Department Under Centralized System © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin President Production Finance Marketing Research and Develop-ment Human Resources Advertising Marketing Research Sales Product Planning
Slide 4 - Better Communications Fewer Personnel Continuity Of Staff Less Goal Involvement Longer Response Time Pros & Cons of Centralization © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Centralized System + Positive - Negative
Slide 5 - Decentralized Brand Management System © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Production Finance Sales Brand Manager Ad agency Brand Manager Ad agency Product Management Sales Promotion Package Design Merchandising Advertising Department Marketing Research Marketing Services Marketing Research and Development Human Resources Corporate
Slide 6 - Competition for Resources Lack of Experience in IMC Increased Flexibility Rapid Problem Response Concentrated Attention Pros & Cons of Decentralization © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Decentralized System + Positive - Negative
Slide 7 - Less Objectivity Less Experience Better Coordination More Control Cost Savings Pros & Cons of In-House Agencies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The In-house Agency + Positive - Negative
Slide 8 - Most No Fear advertising is done by their in-house agency © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
Slide 9 - Artists Ad Agencies Have Skilled Specialists © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Writers Researchers Photographers Media Analysts Other Skills
Slide 10 - Planning advertising Creating advertising Producing advertising Performing research Selecting media Strategic market planning Sales promotion and training Trade show materials Package design Full-Services Agencies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Full Range of Marketing Communication and Promotion Services Non-Advertising Services
Slide 11 - Typical Full-Service Agency Organization © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Writers Art Directors Traffic TV Produciton Traffic Print Production VP Creative Services Account Executive Account Supervision VP Account Services Media Research Sales Promotion VP Marketing Services Personnel Accounting Finance Office Management VP Management and Finance President Board of Directors
Slide 12 - Services Provided by Agencies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Agency Services Marketing Services Account Service
Slide 13 - The Role of Creative Boutiques © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creative Boutiques Provide Only Creative Services Full-Service Agencies May Subcontract With Creative Boutiques
Slide 14 - Coca Cola’s in-house boutique created this popular spot © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
Slide 15 - Agencies and Clients Develop Media Strategy Specialize in Buying Media, Especially Broadcast Time Media Buying Can Be Specialized © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Buying Services
Slide 16 - Commissions Method Cost-Plus Agreements Percentage Charges Fee Arrangements Methods of Agency Compensation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Compensation Methods
Slide 17 - Young & Rubicam has handled Dr. Pepper for over 30 years © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
Slide 18 - Foote, Cone & Belding was the agency for Levi’s for 68 years © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide
Slide 19 - Poor performance Poor communications Unrealistic demands Personality conflicts Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Why Agencies Lose Clients © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 20 - Referrals How Agencies Gain Clients © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Solicitations Presentations Public Relations Image, Reputation
Slide 21 - Gateway Changed Its Advertising After Changing Agencies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide
Slide 22 - A Change in Strategy Led to a Change in Gateway’s Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide
Slide 23 - Creative Media Services Research Direct Mail Data Base Management Direct Response Agency Activities © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Response Agencies
Slide 24 - Contest/Sweepstakes Development Premium Design Coordination With Advertising Research Creative Work Promotion Planning Activities performed by Sales Promotion Agencies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 25 - Strategy Development Generating Publicity Lobbying Public Affairs Damage Control Image Portrayal Functions performed by Public Relations Firms © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 26 - Special Effects Video Audio Kiosks CD-ROMs Web Sites Web Banner Ads Functions performed by Interactive Agencies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interactive Media Creation Digital Content
Slide 27 - Planning and Implementing Research Primary Data Collection Qualitative & Quantitative Analysis and Interpretation Information Application Marketing Research Companies © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 

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