MKTG 330 Lecture Notes - Lecture 3: Advertising Age, Omnicom Group, Interpublic Group Of Companies
Document Summary
The purpose of this chapter is to familiarize the student with the various ways that organizations might organize for purposes of developing and executing integrated marketing communications programs. Students often have little or no idea of how the role of the various participants in the advertising and promotional program and how the imc function is organized and coordinated. The chapter begins with a presentation of the various participants involved in the promotional planning process - advertisers, advertising agencies, media organizations, marketing communication specialist organizations, and collateral service organizations. This is followed by a discussion of the various organizational systems and the advantages and disadvantages of each. An in-depth discussion of the role and functions of advertising agencies is provided, as is an explanation of how agencies are compensated and evaluated. The chapter also discusses organizations that provide specialized integrated marketing communication services including direct-response, sales promotion and interactive agencies as well as public relations firms.
