Chapter 3 Flashcards
Who are advertisers
-have products, services, or causes to be marketed
-provide funds that pay for IMC program
-responsible for developing marketing plan
What is an advertising agency?
-specializes in creation, production, and/or placement of the communication message
-may facilitate IMC process
what are media organization?
provide information, entertainment, or environment for firm’s marketing communications message
what are specialized mktg communication services?
·direct mktg agencies
·sales promotion agencies
·digital/interactive agencies
·pr firms
what are collateral services?
support functions used by advertisers, agencies, media organizations, and specialized mktg communication firms
Centralized system:
mktg activities are divided along functional areas
what is the advertising manager responsible for in the centralized system?
-administration and execution,
-coordination with other departments,
-coordination with outside agencies and services
what is a brand manager?
responsible for total management of the brand, including planning, budgeting, sales and profit
decetralized system:
used by firms with multiple divisions and products. each product or brand is assigned to a brand manager
what are the advantages of an in-house agency?
-reduces advertising and promotion costs
-allows companies to maintain tighter control
-critics worry about experience and objectivity
full service advertising agency:
includes marketing, communications, and promotion services
account services agency:
link between ad agency and clients
marketing services agency:
gathers and analyze info and develop creative brief
creative services agency:
responsible for creation and execution of advertisements
management and finance agency:
basic operating and administrative functions (accounting, finance, HR)
