Participants in the Integrated Marketing Communications

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This is a slide title
⊹ Here you have a list of items
⊹ And some text
⊹ But remember not to overload your slides
with content
Your audience will listen to you or read the
content, but won’t do both.

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“ Quotations are commonly
printed as a means of
inspiration and to invoke
philosophical thoughts from
the reader.

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⊹ The advertisers, or clients, are the key
participants in the process.

⊹ They have the products, services, or causes

to be marketed, and they provide the funds
that pay for advertising and promotions.

⊹ The advertisers also assume major

responsibility for developing the marketing
program and making the final decisions
regarding the advertising and promotional
program to be employed.

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 Transition Headline
1 Let’s start with the first set of slides
How a firm organizes for advertising and promotions
is a function of a number of factors including:

(1) The size of the organization,

(2) The number of products it markets,

(3) The role that advertising and promotion assume in the product mix,

(4) The advertising and promotions budget, and

(5) The structure of the firm.

organizational designs

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Use diagrams to explain your ideas
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Advertising manager controls the entire promotions operation

Planning and Budgeting Administration and Coordination with Other

The advertising Execution Departments The manager
department is responsible The manager also must coordinate
for developing advertising supervises the the advertising department’s
and promotions plans that execution of the plan by activities with those of other
will be approved by subordinates. This requires departments, particularly
management and working with such those involving other
recommending a departments as production, marketing functions.
promotions program based media, art, copy, and sales
on the overall marketing promotion. Coordination with Outside
plan, objectives, and Agencies and Services
budget. Many companies have an
advertising department but
still use many outside
services

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And tables to compare data
A B C

Yellow 10 20 7

Blue 30 15 10

Orange 5 24 16

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Brand managers, is also responsible for the planning,
implementation, and control of the marketing program

Under this system, the responsibilities In a multiproduct firm, each brand

and functions associated with advertising
and promotions are transferred to the
brand manager, who works closely with
the outside advertising agency and other
marketing communications specialists as
they develop the promotional program
may have its own ad agency and
may compete against other brands
within the company, not just against
outside competitors.
The advertising department is part of
marketing services and provides
support for the brand managers. The
role of marketing services is to assist
the brand managers in planning and
coordinating the integrated marketing
communications program.

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In-House Agencies

Some companies, in an effort to reduce costs

and maintain greater control over agency
activities, have set up their own advertising
agencies internally.

An in-house agency is an advertising agency

that is set up, owned, and operated by the
advertiser.

An in-house agency can also provide related

work such as sales presentations and sales
force materials, package design, and public
relations at a lower cost than outside
agencies.

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The Ad Agency’s

Role .
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Types of Ad Agencies

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Account Services
Account services, or account
management, is the link
between the ad agency and its
clients.
He or she coordinates agency
efforts in planning, creating, and
producing ads. The account
executive also presents agency
recommendations and obtains client
approval.
Marketing Services
One service gaining increased
attention is research, as agencies
realize that to communicate effectively
with their clients’ customers, they must
have a good understanding of the
target audience.
The advertising planning process
begins with a thorough situation
analysis.
The media department of an agency
analyzes, selects, and contracts for
space or time in the media that will be
used to deliver the client’s advertising
message.
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Creative Services

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Agency Organization and Structure
Departmental system
Ad layout, writing, and production are
done by the creative department,
marketing services is responsible for
any research or media selection and
purchases, and the account services
department handles client contact.
Group system
In which individuals from each depart-
ment work together in groups to service
particular accounts.
Each group is headed by an account
executive or supervisor and has one or
more media people, including media
planners and buyers; a creative team, which
includes copywriters, art directors, artists,
and production personnel; and one or more
account executives.
The group may also include individuals from
other departments such as marketing
research, direct marketing, or sales
promotion
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Other Types of Agencies and Services

Creative Boutiques

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Coca Cola Christmas ad 2021 - Real Magic
Coca Cola Christmas ad 2021 - Real Magic - YouTube

Created by agency DentsuMB U.K.,

the longform spot tells the story of a
mom and son who move into a new
apartment building, only to find the
atmosphere gloomy and far from
festive. Inspired by a cartoon about
Santa delivering presents, the boy sets
off on an ambitious construction
project.

dentsuMB is a top 25 UK agency with

a mission to deliver creative work that
wins in the world.

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Surf Excel Ramazan 2016 | #madadekibadat - YouTube

⊹ What's remarkable about this

two-minute-twenty-second-long film, however, is that
the 'client' is Surf Excel Pakistan, and the creative agency
and production crew is Indian. That's a powerful message
of peace, indeed.
⊹ The ad has been created by Arun Iyer's team at Lowe
Lintas, produced by Absolute Productions and directed by
Vasan Bala (writer of 'The Lunchbox' 2013, 'Bombay
Velvet', 2015, and 'Peddler', 2013).
⊹ Should this digital ad film evolve into a TV spot on Indian
television? S K Swamy, chairman, R K Swamy Hansa
Group, doesn't think so. "To appeal to a wider audience in
India, the characters should have been a mix of Hindus
and Muslims. Rather than beaming it to a TV audience,
this ad is best seen on online media where the audience
actively seeks to view it," he opines.
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Direct Marketing Agencies

Transition Headline
1 Let’s start with the first set of slides
 Specialized services

Direct Marketing Sales Promotion Public Relations Firms Interactive Agencies

Agencies Agencies ● Web Banner Ads
● publicity,
● Text Messages
● image,
● Promotional ● Search Engine
● affairs with consumers
planning, Optimization/M
and
● Database ● Creative, arketing
● other relevant publics
development and ● Research, ● Kiosks
including employers,
management, ● Tie-in coordination, ● Websites
suppliers, stockholders,
● Direct mail, ● Fulfillment, Social Media
government, labor and ●
● Research, ● Premium design, ●
the general public
● Media services, an and
● Contest/sweepstak
es managemen

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ITC wins big at the Public Relations Society of India (PRSI) Awards 2021!
 RV ICES
L SE
AT ERA
COLL

Collateral Services
THANKYOU