Chapter 3 Role of Ad Agencies and Other Marketing Communication Organizations in Organizing for Advertising and Promotion Chapter 4 Importance of Understanding.

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Chapter 3 Role of Ad Agencies and Other Marketing Communication Organizations in Organizing for Advertising and Promotion Chapter 4 Importance of Understanding Consumer Behavior to Advertising and Promotion

Participants in the IMC Process

ADVERTISERS:Centralized System, Decentralized System, and In-House Agencies

ADVERTISERS:Centralized System, Decentralized System, and In-House Agencies Ex:?

ADVERTISERS:Centralized System, Decentralized System, and In-House Agencies An in-house agency is an advertising agency that is set up, owned, and operated by the advertiser. Ad examples by in-house agencies (No Fear).

Ad Agency

Agency Compensation Commissions from Media Fee, Cost, and Incentive-based Systems Percentage Charges

Evaluating Agencies Two types of assessments: Financial audit: focusing on how the agency conducts its business (e.g., costs and expenses, number of personnel hours charged to an account, etc.) Qualitative audit: focusing on the agency’s efforts in planning, developing, and implementing the client’s advertising programs and considers the results achieved. Clients could use very detailed evaluation system (e.g., Exhibit 3-7 in the text).

Media Organizations Purpose: to provide an environment for the firm’s marketing communication message.

Marketing Communication Specialist Organizations Functions: to provide services in their areas of expertise. Qs: Pros and Cons of integrated marketing communication services (one-stop service agencies)?

Collateral Services

Consumer Behavior and Marketing Communications A Basic Model of Consumer Decision Making