Professional Documents
Culture Documents
Advertiser (Client) Advertising agency Media organizations Marketing communications specialist organizations Collateral services Directresponse agencies Sales promotion agencies
Interactive agencies
Production
Finance
Marketing
Human resources
Advertising
Marketing research
Sales
Product planning
- Negative
Less goal involvement
Production
Finance
Marketing
Sales
Marketing services
Ad agency
Advertising department
Marketing research
Package design
- Negative
Ineffective decision making
Internal conflicts
Increased flexibility
- Negative
Less experience
More control
Less objectivity
Better coordination
Less flexibility
Artists
Writers
Researchers
Photographers
Media Analysts
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Other Skills
Full-Services Agencies
Planning advertising Creating advertising Producing advertising Performing research
Selecting media
Interactive capabilities
Nonadvertising services
TV production
Print production
Traffic
Finance
Marketing Services
Research department May include account planners Media department to obtain media space and time
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Services
Creation and execution of ads Copywriters, artists, other specialists
Creative Boutiques
Media buying organizations implement the strategy and buy time and space
Compensation Methods
Percentage charges
Foote, Cone & Belding was the agency for Levis for 68 years
Personnel changes Poor performance Poor communications Changes in size Personality conflicts
Unrealistic demands
Conflict of interests
Referrals
Presentations
Solicitations
Public Relations
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Image, Reputation
Media services
Creative
Research
Production
Generating publicity
Lobbying
CD-ROMs
Text messages
- Negative
Budget politics
Convenience
Integrated Services
Poor communication
No synergy
Compensation Measuring Measuring campaign campaign success success Fear of budget Fear of budget reductions reductions