2. Participants in the IMC Process Marketing Communications Specialist Organization Media Organizations Advertiser (Client) Advertising Agency Collateral Services Direct Response Agencies Sales Promotion Agencies Interactive Agencies Public Relations Firms
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4. Consumer in the Real World Social class Geo-politics Rituals Family Values Reference Groups (membership/aspiration) Race / Ethnicity Gender Culture Community Object Meaning
5. Factors Affecting Consumer Decision Making CONSUMER DECISIONS SUBCULTURES MEDIA NEWS MAGAZINES RADIO TELEVISION DIRECT MEDIA BLOGS INTERNET INFO NEEDS PRICE PACKAGING ADVERTISING PROMOTION PERSONAL SELLING MARKETER- CONTROLLED STIMULI EDUCATION VALUES / ATTITUDES PAST EXPERIENCE PERSONALITY PLEASURE GENDER CULTURE LIFE-STYLE SOCIAL CLASS REFERENCE GROUPS FAMILY SITUATIONAL FACTORS
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25. Classification of agencies On the basis of Services On the basis of organizational set up Location ( in or Outside) the organization
26. Centralized System President Production Finance Marketing Research and Develop-ment Human Resources Advertising Marketing Research Sales Product Planning On the basis of organizational set up
27. Pros & Cons of Centralization Better Communications Fewer Personnel Continuity Of Staff Less Goal Involvement Longer Response Time The Centralized System + Positive - Negative Fewer Personnel Better Communications Continuity Of Staff Longer Response Time Less Goal Involvement Can’t Do Multiple Product Lines
28. Decentralized Brand Management System 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
29. Pros & Cons of Decentralization Competition for Resources Lack of Experience in IMC Increased Flexibility Rapid Problem Response Concentrated Attention The Decentralized System + Positive - Negative Competition for Resources Lack of Experience in IMC Rapid Problem Response Concentrated Attention Increased Flexibility Lack of Authority
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33. Full-Services Agencies Planning advertising Creating advertising Producing advertising Performing research Selecting media Strategic market planning Sales promotion and training Trade show materials Package design Full Range of Marketing Communication and Promotion Services Non-Advertising Services Creating advertising Planning advertising Producing advertising Performing research Selecting media Sales promotion and training Strategic market planning Trade show materials Package design Public relations and publicity
37. Ad Agencies Have Skilled Specialists Artists Writers Researchers Photographers Media Analysts Other Skills
38. The Role of Creative Boutiques Creative Boutiques Provide Only Creative Services Full-Service Agencies May Subcontract With Creative Boutiques Provide Only Creative Services Full-Service Agencies May Subcontract With Creative Boutiques Other Functions Provided by the Internal Client Departments
39. Media Buying Can Be Specialized Agencies and Clients Develop Media Strategy Specialize in Buying Media, Especially Broadcast Time Media Buying Services Specialize in Buying Media, Especially Broadcast Time Agencies and Clients Develop Media Strategy Media Buying Organizations Implement the Strategy and Buy Time and Space
40. Direct Response Agency Activities Creative Media Services Research Direct Mail Data Base Management Direct Response Agencies Direct Mail Data Base Management Research Creative Media Services Production
41. Activities performed by Sales Promotion Agencies Contest/Sweepstakes Development Premium Design Coordination With Advertising Research Creative Work Promotion Planning Contest/Sweepstakes Development Promotion Planning Creative Work Research Coordination With Advertising Premium Design Data Base Marketing
42. Functions performed by Interactive Agencies Special Effects Video Audio Kiosks CD-ROMs Web Sites Web Banner Ads Interactive Media Creation Digital Content Audio Special Effects Video Web Banner Ads Kiosks Web Sites CD-ROMs Animation
43. Marketing Research Companies Planning and Implementing Research Primary Data Collection Qualitative & Quantitative Analysis and Interpretation Information Application Planning and Implementing Research Information Application Analysis and Interpretation Primary Data Collection Qualitative & Quantitative Secondary Data Collection
44. Functions performed by Public Relations Firms Strategy Development Generating Publicity Lobbying Public Affairs Damage Control Image Portrayal Strategy Development Generating Publicity Lobbying Public Affairs Damage Control Image Portrayal Program Planning
45. Participants in the IMC Process Full service & Limited Service Ad Agencies Media Organizations Advertiser (Client) Advertising Agency Collateral Services Direct Response Agencies Sales Promotion Agencies Interactive Agencies Public Relations Firms
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48. Pros & Cons of In-House Agencies Less Objectivity Less Experience Better Coordination More Control Cost Savings The In-house Agency + Positive - Negative More Control Cost Savings Better Coordination Less Objectivity Less Experience Less Flexibility
