IMC MODULE 2

JOEL G T SIR M VIT BANGALORE 2011

INTRODUCTION
- DEVELOPING
IMC PROGRAMME
- PARTICIPANTS
OF IMC

CLIENTS
AD AGENCY
MEDIA ORGANISATION
MARKETING
COMMUNICATION
SPECALIST AGENCIES
COLLATORAL SERVICES

JOEL G T SIR M VIT BANGALORE 2011

IN HOUSE AGENCY
Advantages
Cost savings
More control
Better coordination

OUTSIDE AGENCIES

Obtain services of highly

skilled specialists

Disadvantages
Less experience
Less objectivity
Less flexibility

Artists
Writers
Media analysts
Researchers
Others with specific skills

Obtain an objective point

of view
Free of internal policy

constraints and biases

Broad range of experience,
having worked with:
Diverse marketing
problems
Various types of clients

JOEL G T SIR M VIT BANGALORE 2011

IN HOUSE /OUTSIDE
AGENCIES
SUPER AGENCIES

NEW YORK CITY

INDIAN
NEWSPAPER
SOCIETY ( INS)800 Agenices in
India
Revenue
concentration30% with Top 10
Agencies

JOEL G T SIR M VIT BANGALORE 2011

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Ogilvy & Mather

Mudra Communication
McCann Erickson
JWT
Lowe Lintas
ReDiffusion Dy&R
Leo Burnett
Grey Worldwide
FCB- ULKA
Satchi & Satchi
R K Swamy BBDO
Contract Advertising
JOEL G T SIR M VIT BANGALORE 2011

FULL SERVICE AGENCY

Board of
Directors
President
VP Creative
Services
Writers
Art Directors

TV
Produciton
Traffic

Print
Production

Traffic

VP Account
Services
Account
Supervision

VP Marketing
Services
Media

Research

Account
Executive

JOEL G T SIR M VIT BANGALORE 2011

VP Management
and Finance
Sales
Promotion
Personnel

Office
Management
Accounting

Finance

ACCOUNT SERVICES MARKETING SERVICES

Account Executive Understanding Target

Client understandingaudience of client
Presentation- Agency
Account Planners
Recommendations
Client Approval

JOEL G T SIR M VIT BANGALORE 2011

MEDIA SERVICES
MEDIA PLAN- Analyse, Select,
Contract
ENSURE EFFECTIVE REACH
Independent Media Service
Companies

Media Specalist
Starcom Media Vest
Group
Mind Share

Agencies

Subsidiaries

Public Groupe

Starcom Media
Vest Group

McCann
Erickson
Worldwide

Universal
McCann

WPP Group

Mind Share

OMNICOM
Group
Client
General Motors

American
Express
JOEL G T SIR M VIT BANGALORE
2011

OMD Worldwide

COPY WRITERS

Message
Appeal
Theme
Rough initial
Layout

CREATIVE ART DIRECTORS

JOEL G T SIR M VIT BANGALORE 2011

Visual ElementsCreativity
Layout ( Print )
Story Board( TV
Commercial )
Pre- Production
Production- Post
Production
Production
Collatoaral Services

JOEL G T SIR M VIT BANGALORE 2011

JOEL G T SIR M VIT BANGALORE 2011

S
T
O
R
Y
B
O
A
R
D
S
Y
M
P
H
O
Y
C
O
O
L

A young boy is lazily lying on his

bed

He stares at the door as if hes waiting for

He picks it up and aims for
someone. He notices a magazine on his side
the door but misses it
table

Then he tries throwing a soaked

cloth, which hits a trophy kept on a
Still lying on his bed he throws his slippers
table near the wall

Suddenly his brother enters

the room and animatedly
starts telling him the cricket
match score and leaves the
room disgusted
Satisfied the boy switches on the
AC with his remote and continues
relaxing

VO: Symphony ka naya high cool smart ab

remote ke saath.
To bus pade raho yaar.

JOEL G T SIR M VIT BANGALORE 2011

INFORMAL BALANCE

FORMAL BALANCE

JOEL G T SIR M VIT BANGALORE 2011

MANAGEMENT AND
FINANCE

Managerial function
AGENCY ORGANISATION
AND STRUCTURE
64 % of the Salary
Maximum Productivity To meet Client Needs
and internal
requirements
Departmental System
Group System

JOEL G T SIR M VIT BANGALORE 2011

Agenciesthat
thatspecialize
specializeininthe
thecreative
creativeprocess
processofofadvertising
advertising
Agencies

Provide only creative services

Other functions provided by the internal client

departments or outside agency such as media buying
service

Full-service agencies may subcontract with creative

boutiques

JOEL G T SIR M VIT BANGALORE 2011

Independentcompanies
companiesthat
thatspecialize
specializeininthe
the
Independent
planningand
andpurchasing
purchasingofofmedia
media
planning

Specialize in analyzing and

buying media, especially
broadcast time

Agencies and clients may

develop media strategy

Media buying organizations

implement the strategy and buy
time and space

JOEL G T SIR M VIT BANGALORE 2011

 The Commission System

Agency usually receives 15 percent
Commissions are paid by the media
System is becoming less common
Fee Arrangements
Fixed fee method
Fee-commission method
Cost-Plus Agreements
Incentive-Based Compensation
Percentage Charges
JOEL G T SIR M VIT BANGALORE 2011

GAINING CLIENTS

Referrals
Solicitations
Presentations
Public Relations
Image and Reputation

LOSING CLIENTS

Poor Performance or service

Poor Communication
Unrealistic demands by the
client
Personality Conflicts
Personnel Changes
Changes in the size of the
client or agency
Conflicts of interests
Changes in clients corporate
and/or Marketing strategy

JOEL G T SIR M VIT BANGALORE 2011

SELCETING THE AGENCIES

Speculative Presentation Creative Shootouts

Agency Credibility services provided to
previous clients
Agency Expertise
Agency Creativity
Agency Client gain/lost
profile
Image & Reputation
Resource Capability
Specialized Services
World wide exposure

JOEL G T SIR M VIT BANGALORE 2011

Financial Audit
focuses on how the agency
conducts its business and
includes verification of costs,
expenses, number of
personnel hours charged to
an account and payments to
suppliers and media

Qualitative Audit
focuses on the agencys efforts
in planning, developing, and
implementing the clients
advertising and promotion
program and the results
achieved

JOEL G T SIR M VIT BANGALORE 2011

COLLATERAL
SERVICES

SPECALISED
SERVICES
Direct Response
Agencies
Sales Promotion
Agencies
Public Relation
Firms
Interactive
Agencies

JOEL G T SIR M VIT BANGALORE 2011

Marketing Research
Companies
Package Design firms
Consultants
Photographers
Printers
Video Production houses
Event Marketing
Companies