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Lecture 2-3: Organizing marketing communication activities

Overview of IMC
management

Marketing
communication agencies

Environment factors
affecting IMC

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Services supplied by Agency

Research
Planning

Communication activities

Various  Advertising
Creative strategy marketing,  Sales promotion
& tactics communication,  Direct marketing
and research  Packaging
services  Public Relations
 Personal Selling
 Point of Purchase Display
Production …..

Media Selection
/Booking Buying

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THN1

Create, execute and analyze results of

market research conducted through
surveys, in-depth interviews, phone
interviews, etc.

- Brand strategy consultation

- Create, plan, manage and
evaluate branding effectiveness
- Deal with communication crisis

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THN1 Tran Hong Nhung, 12/27/2021

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- Develop creative messages

- Work with branding agency in
building brand identity system
- Produce visual products like TVC,
online video, product packaging,
poster, flyer, brochure, banner,…

THN2

- Create contents that match with up-to-

date technology, help businesses
maintain and promote their brand to
target customers
- Optimize user experience across
different digital platforms and
continuously evaluate the
effectiveness of each activity through
analysis of collected data

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THN2 Tran Hong Nhung, 12/27/2021

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Coordinate media presence to

ensure they reach the right
people, at the right place, at the
right time.

In charge of staging, filming, post-

production, ... materializing the client's
idea or concept that has been
developed before.
There are also cases where the
production house works directly with
the client or agency from the big idea to
the final product

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Maintain the client's reputation and

good relationship with customers,
shareholders, the press to the
government
Organize or sponsor charity events,
product launches, celebrations

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Brand activation is through creating enjoyable

experiences that encourage customers to
interact with the brand and try out a product
or service.
Activities: billboards, product introduction
booths located at supermarkets, roadshow,
interactive games

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Agencies’ functions and expertise

ACCOUNT / CLIENT SERVICES
Account/Sales/BD/
Customer service Consultant

BOD PLANNING &

CEO, Founder ANALYTICS Strategic/
Strategic planning Planner

CREATIVE & COPY & TECHNOLOGY &

• Director (8-10Y) DESIGN CONTENT PRODUCTION IT, Developer,
• Head of (5-7Y) Tester, BA, DA…
• Manager (3-5Y) DOP, Cameramen,
MEDIA Post Production,
• Team Leader (2-3Y) OTHERS
SUPPORT PreProduction,
• Senior (1-2Y) BD,
Production
• Junior (3-6M) Marcom
Manager...
• Intern Innovation

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Agency Talents

Arts Copy writer Planner

Photographer Analysis Other skills

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Cutting complexity, adding value,

Boston Consulting group, 2013

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Cutting complexity, adding value,

Boston Consulting group, 2013

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IMC activities mapping

Marketing
communication agencies

Environmentfactors
Environment factors
affecting
affectingIMC
IMC

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Technological impacts

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Cultural impacts

• Customs
• Norms
• Values
• Languages
• Symbols
•…

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Legal impacts
Products can/cannot be advertised

Message content censorship

Allowed media

Allowed number of advertisements

Use of foreign language

Comparative advertising
 In the UK, Greece, Belgium, ads directed at
children are restricted Domestic or international agencies
 In Quebec, Sweden, Norway, it is illegal to
advertise to children under 12 years old
Tax on advertisement

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Social responsibility
• Businesses use advertising to drive customers
to buy and consume unnecessary products?
• Marketing communication abuses influence on
young people?
• Marketing communications drives society
toward materialism?
• Marketing communication promotes low
aesthetic or vulgar values (cultural pollution)?

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State regulations on marketing communication

• The Government performs the national unified
administration of advertising activities.
State regulations regarding
• The Ministry of Culture, Sports and Tourism is responsible marketing communication activities:
to the Government for overseeing the legal compliance of
- Law on Advertising No.
advertising activities.
16/2012/QH13, supplementing and
• Ministries and ministerial-level agencies shall, within the perfecting regulations on advertising
ambit of their tasks and powers, coordinate with the activities
Ministry of Culture, Sports and Tourism in performing the
- 37/2006/ND-CP Detailing the
state administration of advertising activities.
Commercial Law on sales
• People's Committees at all levels perform the state promotion activities.
management of advertising activities within their respective
localities according to their competence

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