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    Module Five PDF

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    IRINE SHIBU
    This document provides an overview of the promotional agencies and ethics in promotion. It discusses the various players in the advertising world like advertisers, agencies, media, freelancers, third parties, audiences, and regulatory bodies. It then describes the different types of agencies like full-service agencies, direct response agencies, in-house agencies, public relations firms, sales promotion agencies, interactive agencies, and creative boutiques. The document also covers ethics and social responsibility in integrated marketing campaigns and the impact of technology on marketing communications. It concludes with assigning the last topic on international marketing communications for submission by September 29th.

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    Module Five PDF

    Uploaded by

    IRINE SHIBU
    217 views30 pages
    This document provides an overview of the promotional agencies and ethics in promotion. It discusses the various players in the advertising world like advertisers, agencies, media, freelancers, third parties, audiences, and regulatory bodies. It then describes the different types of agencies like full-service agencies, direct response agencies, in-house agencies, public relations firms, sales promotion agencies, interactive agencies, and creative boutiques. The document also covers ethics and social responsibility in integrated marketing campaigns and the impact of technology on marketing communications. It concludes with assigning the last topic on international marketing communications for submission by September 29th.

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    This document provides an overview of the promotional agencies and ethics in promotion. It discusses the various players in the advertising world like advertisers, agencies, media, freelancers, third parties, audiences, and regulatory bodies. It then describes the different types of agencies like full-service agencies, direct response agencies, in-house agencies, public relations firms, sales promotion agencies, interactive agencies, and creative boutiques. The document also covers ethics and social responsibility in integrated marketing campaigns and the impact of technology on marketing communications. It concludes with assigning the last topic on international marketing communications for submission by September 29th.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    217 views30 pages

    Module Five PDF

    Uploaded by

    IRINE SHIBU
    This document provides an overview of the promotional agencies and ethics in promotion. It discusses the various players in the advertising world like advertisers, agencies, media, freelancers, third parties, audiences, and regulatory bodies. It then describes the different types of agencies like full-service agencies, direct response agencies, in-house agencies, public relations firms, sales promotion agencies, interactive agencies, and creative boutiques. The document also covers ethics and social responsibility in integrated marketing campaigns and the impact of technology on marketing communications. It concludes with assigning the last topic on international marketing communications for submission by September 29th.

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    Module 5

    • Promotional Agencies & Ethics in Promotion


    Advertising Agencies – Sales promotion
    Agencies – PR Firms & Interactive Agencies –
    Ethics and social responsibility in IMC
    Campaigns - Impact of technology on
    MARCOM - Introduction to International
    marketing communications, Relevance and
    challenges
    Structure Of The Advertising &
    Promotions World
    • Below the line activities & above the line
    activities
    • Modern advertising began around the mid
    nineteenth century
    • Volney Palmer in USA first advertising agent
    with first ad agency
    • He acted as a commission agent, collecting
    ads from advertisers and releasing them in
    print media
    Contd….
    • Over the years the ad agency evolved to
    include functions that would improve the look
    and feel of the ad
    • Today advertisers who don’t have large
    marketing departments deal with one agency
    • Advertisers with many marketing executives
    integrate multiple services i.e one agency for
    advertising, one for PR, yet another for sales
    promotion etc.
    Players in the advertising world
    1) The Advertiser
    -- Raison D‘etre for all advertising
    -- Can be an individual or a company
    --Total money spent by advertiser gets
    accounted for total advertising
    • Advertisers can be classified in several ways:
    Government Vs Private
    Product Vs Service
    Multinational Vs National
    2) The Agency
    • Organisation that deals with the
    advertiser in meeting the communication
    requirements of the product.
    • Agencies include In House Agencies,
    direct response Agencies, sales Promotion
    Agencies ,PR Firms, Interactive agencies
    Contd..
    3) The Media Represents the channel through
    which the advertisement is carried.
    4) The Freelancers are consultants or self employed
    professionals who work alone
    5) Third Parties are audit firms appointed by
    advertiser to evaluate the strategy
    6) The Audience
    -- Primary Audience who actually buys
    -- Secondary Audience who influence the purchase
    7) The Regulatory Bodies

    • The Government (GOI)


    • The Indian Newspaper Society (INS)
    • The Indian Broadcasting Federation (IBF)
    • The Advertising Standards Council of India
    (ASCI)
    Promotional/Ad Agency
    • Organisation that deals with the
    advertiser in meeting the communication
    requirements of the product.
    • Agencies include In House Agencies,
    direct response Agencies, sales Promotion
    Agencies ,PR Firms, Interactive agencies
    Companies & Ad Agency
    Name of the Company Ad Agency
    Coke McCann Erickson
    Amul DaCunha Communications
    Titan , Dove Ogilvy & Mather
    Apple, Pepsi TBWA\Media Arts Lab
    KitKat JWT
    Role/Functions of Advertising Agency
    Client Servicing/
    Account Planning
    Core
    Functions Creative ( Art & Copy)

    Media (Planning & Buying)


    Ad
    Agency Studio Operations
    Production
    Non Core
    Functions HR
    Finance/Legal and
    Administration
    Functions of Ad Agencies
    • Client Servicing/Account Planning
    – Function which interfaces with client
    – Client service person has to understand the clients
    business in total, marketing strategy and convert it
    into advertising strategy
    – Sometimes he gets so engrossed on meeting the
    clients needs that he tends to overlook consumers
    needs.
    – It is for this reason another discipline emerged in
    ad agencies
    Account Planning
    • Function intended to keep consumer in focus
    • Revolves around understanding the consumer
    thoroughly to develop appropriate ad
    campaigns
    Creative (Art and Copy)
    • Creative team is responsible for creative
    output in any form
    • Team normally consists of someone who is
    responsible for written matter called copy
    writer and another who is responsible for
    visual element called art person.
    • These two work as a team on campaign as
    written and visual elements have to be in sync
    Media (Planning & Buying)
    • Media department in ad agency is responsible for
    deciding how much money should client spend
    on a campaign and across media
    • Media planner to prepare the media plan using
    clients brief and work with media buyer who is a
    able to get good rates from media
    • Now a days this has become a part of
    independent media houses
    • Eg: M Madison Media, Asianet Communications
    Studio Operations
    • Function of studio in ad agency is to convert
    the output of creative department into a
    ready format
    • Before digitization studio had an important
    role but now creative are capable of producing
    art-works
    • Studio is normally run by studio manager
    Production
    • Most ad agencies donot possess in house
    facilities for production
    • Normally outsourced to printers, film
    producers etc.
    • Production department does the co-
    ordination work with outside suppliers
    • Run by production manager
    HR
    • HR department in ad agency looks after all the
    recruitment, induction, training and
    development, performance appraisal and
    compensation of employees
    Finance/Legal Administration
    • This department keeps the agency afloat
    when major clients defaults on payments
    Types of Advertising Agencies
    • Full Service Agency-Provides a range of
    marketing services. Services directly related
    to advertising such as copywriting, artwork,
    production of ads, media planning etc.
    • Direct Response Agencies provide specialised
    services which will evoke a desirable
    consumer response immediately through the
    telephone, a business reply card, a coupon
    and so on .
    Contd….
    • In House agencies-Owned completely by the
    advertiser. Can undertake to serve several
    other clients, if the owner so desires .
    • Pubic Relations Firms- These firms specialize
    in providing services that enhance the
    goodwill and image of the clients’ companies
    amongst its publics, namely, employees,
    labour groups, suppliers, government and
    other stakeholders.
    Contd….
    • Their work is to provide inputs to the clients
    on the company policies and procedures
    • Public relations firms work towards designing,
    executing and evaluating PR strategies and
    programs.
    • They devise an appropriate blend of various
    PR tools like, publicity, press release, oral
    communication, conferences, speeches,
    special events, etc.
    Sales Promotion Agencies
    • Such agencies specialize in providing services
    of designing sales promotional programs
    • Identifying suitable sales promotional tools
    • Carrying pre-sales promotion evaluation
    • Executing the sales promotion program
    • Performing post-test for evaluating
    effectiveness of sales promotional tools.
    Interactive Agencies
    • An agency offering a mix of Web
    design/development, Internet
    advertising/marketing, or E-Business/E-
    Commerce consulting.
    Contd……
    • Creative Boutiques-Provide only creative
    functions and not full-service. Copy writing,
    artwork and production of ads .
    • Leo Burnett, Taproot, O & M
    Ethics and Social Responsibility in IMC
    Campaigns
    • Communicate openly and honestly with
    consumers and resellers
    • Avoid deceptive or false advertising
    • Conform to all country, state, and local
    regulations
    • Follow rules of “fair competition”
    • Do not offer bribes
    • Do not attempt to obtain competitors’ trade
    secrets
    • Do not disparage competitors or their products
    Impact of technology on MARCOM
    • Availability 24x7
    • Interaction
    • Time and global accessibility
    • Support for multimedia applications
    Last Assignment
    • Introduction to International marketing
    communications, Relevance and challenges
    • Date of Submission: 29.09.19

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