tailieunhanh - Lecture fundamentals of marketing - Lecture 21: IMC partners & industry organization

After studying this chapter you will be able to understand: Who are the IMC partners? How is the agency world organized? How do media partners fit in? Behind the message is the company (client)? How does the agency/client relationship work? | LECTURE 21 IMC Partners amp Industry Organization Chapter Questions Who are the IMC partners How is the agency world organized How do media partners fit in Behind the message is the company client How does the agency client relationship work Chapter Perspective Changing World Old World New World Marketing Marketing More More Use Use of of Other Other Communications Communications Marketing Marketing Dominated Dominated by by Advertising Advertising Communications Communications Agencies Agencies Functions Functions Willingness Willingness to to consider consider Focus Focus on on mass mass media media other other media media to to reach reach consumers consumers Opening Case Phelps Group Opening Case Phelps Group Challenge Get Get feedback feedback for for the the agency s agency s work work The The Wall Wall of of ideas ideas Surveys Surveys of of clients clients suppliers suppliers and and Answer employees employees Wallbangers Wallbangers and and BrainBanger s BrainBanger s Balls Balls Recognized Recognized as as aa very very creative creative agency agency Results Impressive Impressive client client list list Petco Petco Whole Whole Foods Foods Panasonic Panasonic Three Players in the Golden Triangle IMC in Action Mall of America IMC In Action Mall of America Challenge Promote Promote Mall Mall of of America s America s 10 10thth anniversary anniversary An An IMC IMC campaign campaign featuring featuring The The theme theme Celebrating Celebrating aa decade decade of of Answer fun fun Effort Effort to to involve involve as as many many media media partners partners as as possible possible USA USA Today Today front front page page story story Results CBS CBS Sunday Sunday Morning Morning piece piece AP AP story story carried carried by by 30 30 newspapers newspapers 1st Part of Golden Triangle The Agency Most Common Types of Agencies Direct Direct Direct Direct Advertising Advertising Advertising Advertising Marketing Marketing Marketing Marketing Sales Sales .