Textbook Notes (368,326)
Canada (161,799)
BUS 448 (4)
Chapter

BUS448_CH2_Notes

5 Pages
111 Views
Unlock Document

Department
Business Administration
Course
BUS 448
Professor
Anjali S Bal
Semester
Winter

Description
TERMINOLOGY is highlighted in Purple CH2. Organizing for Integrated Marketing Communications Organizing for Advertising and Promotion in the Firm The Centralized System where the advertising manager controls the entire promotions operation, including budgeting, coordinating the creation and production of ads, planning media schedules, and monitoring and administering the sales promotions program for all the companyʼs product and services. Advertising Manager responsible for all promotions activities except sales • Planning and budgeting - advertising department can develop the promotional budget, but the final decision is made by top management. Administration and Execution - organize advertising department and supervise and control its • activities. • Coordination with Other Departments - Marketing research, sales, to determine emphasis of communications and profiles of users. Preparing materials for the sales force. • Coordination with Outside Agencies and Services - media buying services t place ads, collateral service agencies to develop material. Department serves as liaison between company and outside service providers. Centralized = facilitates communication, few divisions, product, service lines, brands to advertise. More power in participating in decision making. efficiency with fewer people involved. The Decentralized System where there are separate manufacturing, research and development, sales, and marketing departments for various divisions, product lines, or businesses. • + each brand receives concentrated managerial attention • faster response to problems & opportunities • more flexible, easier to adjust program /schedules • - lack training and experience • may focus on short-run planning & administrative tasks rather than long-term programs. • unproductive rivalries • potential misallocation of funds • persuasiveness a factor in budgeting lack of authority to implement and control plans they develop • Brand manager responsible for the total management of the brand, including planning, budgeting, sales, and profit performance. Supported by Marketing services department. Category Management System category managers as well as brand and advertising managers. Category manager oversees management of the entire product category and focuses on the strategic role of the various brands to build profits and market share. Advertising Agency Decision in-house agency an advertising agency that is set up, owned, and operated by the advertiser. • + reduce advertising and promotions costs • time savings • bad experiences with outside agencies • increased knowledge and understanding of market • tighter control over process • easily coordinate promotions with firmʼs overall marketing program Advertising Agency Option used to assist in developing, preparing, and executing promotional programs. • experience and objectivity of an outside agency • range of services • highly skilled specialists • attract best creative talent • varied perspective on advertising problems • greater flexibility to be dismissed if not satisfactory • variety of people with different backgrounds and ideas • Staff: artists, writers, media analysts, researchers Superagencies formed through mergers or alliances or acquisitions so that agencies could provide clients with integrated marketing communications services worldwide. • international communications capabilities • to offer a broader range of integrated marketing communication services • access to a network of agencies around the world Full-service agency offers a full range of services composed of different departments • marketing • communications • promotions services • planning • creating producing the advertising • • performing research • selecting media • strategic market planning • sales promotions • direct marketing • interactive capabilities • package design • public relations • publicity • Account Services link between the ad agency and its client. Account executive is responsible for understanding advertiserʼs marketing and promotions needs and interpreting them to agency personnel. • coordinates agency efforts in planning, creating and producing ads • presents recommendations and obtain client approval Marketing Services • Research Department functions to gather, analyze, and interpret information that will be useful in developing advertising for clients. • Primary research - study designed, executed, and interpreted by research department. Reports interpreted and passed on to personnel working on an account. • Secondary research - previously published sources of information. Media Department analyzes, selects, and contracts for space or time in the media that will be used to • deliver the clientʼs advertising message. • expected to develop a media plan that will reach the target audience and effectively communicate the message. • right audience and cost-effective. • what audience the media reach, their rates, and how well they match clientʼs target audience strategic ability to negotiate prices and effectively use the vast array of media vehicles available. • • Creative Services creation and execution of advertisement. • copywriters individuals who conceive the ideas for ads and write headlines, subheads, and body copy. Determine basic appeal / theme of an ad campaign. Rough initial visual layout of print ad / tv commercial • Art department responsible for how ad looks. Art director / graphic designers prepare layouts/ storyboard. Creative director oversees all advertising and sets the creative philosophy. • Production department most agencies do not produce finished ads, they h
More Less

Related notes for BUS 448

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit