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CH03

CH03

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03/18/2014

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Chapter 3

Organizing for Advertising and
Promotion: The Role of Ad
Agencies and Other Marketing
Communication Organizations

\u00a9 The McGraw-Hill Companies, Inc., 1998
Irwin/McGraw-Hill
Participants in the IMC Process
Advertiser
(client)
Advertising
Agency
Media
Organizations

Marketing
Communications
Specialists

Collateral
services
\u00a9The McGraw-Hill Companies, Inc., 1998
Slide 3-1
Figure 3-1
Irwin/McGraw-Hill
The Advertising Department
Under a Centralized System
Finance
Production
Marketing
R& D
Human
Resources
President
Marketing
Research
Advertising
Sales
Product
Planning
Slide 3-2
Figure 3-2
\u00a9The McGraw-Hill Companies, Inc., 1998
Irwin/McGraw-Hill

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