TAILIEUCHUNG - Lecture fundamentals of marketing - Lecture 21: IMC partners & industry organization

After studying this chapter you will be able to understand: Who are the IMC partners? How is the agency world organized? How do media partners fit in? Behind the message is the company (client)? How does the agency/client relationship work? | IMC Partners & Industry Organization LECTURE-21 Chapter Questions Who are the IMC partners? How is the agency world organized? How do media partners fit in? Behind the message is the company (client) How does the agency/client relationship work? More Use of Other Marketing Communications Functions Marketing Communications Dominated by Advertising Agencies Chapter Perspective: Changing World Old World New World Willingness to consider other media to reach consumers Focus on mass media Opening Case: Phelps Group + “The Wall” of ideas Surveys of clients, suppliers, and employees “Wallbangers” and “BrainBanger’s Balls” Get feedback for the agency’s work Recognized as a very creative agency Impressive client list: Petco, Whole Foods, Panasonic Opening Case: Phelps Group Challenge: Answer: Results: Three Players in the Golden Triangle IMC in Action: Mall of America Promote Mall of America’s 10th anniversary An IMC campaign featuring: The theme: “Celebrating a decade of fun” Effort to involve as many media partners as possible USA Today front page story CBS Sunday Morning piece AP story carried by 30 newspapers IMC In Action: Mall of America Challenge: Answer: Results: 1st Part of Golden Triangle: The Agency Relationship Marketing Events IMC Advertising Direct Marketing Public Relations Packaging Relationship Marketing Public Relations Packaging IMC Events Direct Marketing Advertising Sales Promotion Most Common Types of Agencies Agencies Tales From the Real World In an attempt to attract new clients, some ad agencies have jumped on the IMC bandwagon and now position themselves as “IMC agencies.” In the real world, it’s important to look deeper: some of these agencies simply say they can handle IMC but really don’t have the organization or experience to adequately address all the IMC functions 2nd Part of Golden Triangle: The Media Media Depend on Outside Sources To make a profit Advertisers Content To fill time and space: TV and radio: programming Newspaper:

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