1. 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

2. Participants in the IMC Process

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

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

5. 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).

6. Ad Agency

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

8. 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).

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

10. 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)?

11. Collateral Services

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