1. Chapter 3 Organizing for Advertising and Promotion:
The Role of Ad Agencies and Other Marketing Communications Organizations

2. Organizing for advertising and promotion Ch. 3 Case 1: Snapple 5
28-4 4
Organizing for advertising and promotion
Ch. 3
Case 1: Snapple
5-5 5
Perspectives on Consumer Behavior
Ch. 4
Case 2: Starbucks
12-5 6
Creative cont. (Source, message and channel factors)
Creative strategy: planning and development
Mid term
Ch. 6 and 8
Case 3: Passion of Christ
Briefs are given
MIDTERM
19-5 7
19 Mayis Genclik ve Spor Bayrami
Resmi Tatil
26-5 8
Creative strategy: implementation
Ch. 9
Case 4: The Fashion Channel

3. Last Class Role of IMC in marketing Segmentation Positioning
Competitive Advantage
Pull vs push strategies

4. Objectives To understand how firms organize advertising and IMC
To examine methods for selecting, compensating and evaluating Ad Agencies
To explain the role of specialized marketing communications organizations

5. The Worldwide Advertising Industry
Global expenditures $425 billion
In the UK £19 billion in 2006

7. Participants in the IMC Process
Advertiser (Client)
Advertising Agency
Direct Response Agencies
Sales Promotion Agencies
Media Organizations
Relation to text This slide relates to material on pp of the text and Figure 1-3.
Summary Overview The various participants in the IMC process are shown on this slide. These include:
Advertiser (client) – the company or organization that has the product, service or cause to be marketed and provides the funds to pay for the IMC program
Advertising Agency – a firm that specializes in the creation, production, and often the placement of the communications messages and may provide other services to facilitate the IMC process
Media Organizations – companies that provide information and entertainment to subscribers, viewers, listeners and/or readers and in which marketers can purchase time or space to deliver their advertising and promotion messages
Marketing Communication Specialist Organizations – companies that provide specialized marketing communication services that are used as part of the IMC process. These include
Direct response agencies
Sales promotion agencies
Public Relations Firms
Interactive Agencies
Collateral Services – companies that provide a wide array of support functions used by advertisers, agencies, media organizations, and specialist organizations such as marketing research, package design, photography, video production and other services
Use of this slide This slide can be used to introduce the various participants in the IMC process and provide a brief overview of their roles. More detailed discussion of the role and responsibilities of each participant will follow.
Marketing Communications Specialist Organization
Public Relations Firms
Interactive Agencies
Collateral Services

8. The Advertising Industry...
Advertisers (clients)
advertise themselves & their products
Advertising agencies
plan, create, prepare client’s ad campaigns
Suppliers
photographers, illustrators, printers, video production houses, color film separators, etc.
Media
companies selling electronic & print media

9. Top 10 Advertisers in U.S. Rank Company Ad Spending
General Motors $ 4,040,000,000
Proctor & Gamble $ 2,611,700,000
Phillip Morris $ 2,201,600,000
Pfizer $ 2,142,400,000
AT&T $ 1,950,900,000 1 2 3 4 5 6 7 8 9 10
DaimlerChrysler $ 1,804,100,000
Ford Motor Company $ 1,639,800,000
Sears Roebuck $ 1,505,200,000
PepsiCo $ 1,315,700,000
Verizon Communications $ 1,312,700,000

10. 2002 Top 10 Multinational Advertisers (Ad Age Global Marketing Report Nov 10, 2003)
1. Procter & Gamble Co.
US$4,479 million
2. Unilever.
US$3,315 million
3. General Motors Corp.
US$ 3,218 million
4. Toyota Motor Corp.
US$2,405 million
5. Ford Motor Co.
US$2,387 million
6. Time Warner.
US$2349 million
7. Daimler Chrysler.
US$1,800 million
8. L'Oreal.
US$1,683 million
9. Nestle SA.
US$1,547 million
10. Sony Corp.
US$1,513 million

11. Global Advertising Standardized Localized Global brands
Efficiency / Recognition
Based on differences in each country or culture
Relevance / Understanding
Most companies blend strategies to fit their unique situations

12. Local Advertising…
Businesses in a particular city or county targeting customers in that geographic area
(50% of all advertising $ are local)

13. Local vs. National Advertisers
Focus
Time
Resources
Building the Brand Place of Business
Market Share Sales
Strategy Tactics
Markets Customers
Long-term Short-term
$$$$ $
Many Specialists Few Generalists

14. The _____ is an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other marketing and promotions related services

15. Top Ten World Advertising Agencies
Agency Markets Clients
McCann-Erickson Worldwide
DDB Worldwide
Grey Advertising
Ogilvy & Mather Worldwide
EURO RSCG Worldwide
J.Walter Thompson Co
BBDO Worldwide
Y & R Advertising
Publicis Communication
D’Arcy Masius Benton & Bowles
Source: February 12, 2002.

16. What Do Advertising Agencies Provide?
Account services
Marketing services
Creative services
Media Planning and Buying
Traffic Management

17. Advertising Department Under Centralized System
President
Production
Finance
Marketing
Research and Develop-ment
Human Resources
Relation to text This slide relates to the material on pp of the text and Figure 3-2.
Summary Overview Companies have several options as to how they choose to organize for advertising including the centralized, decentralized and in-house systems. This slide shows how companies often organize for advertising under a centralized system. Under this system various organizational activities are divided along functional lines with marketing being a key area along with production, finance research and development and human resources. Within marketing, activities are also divided along functional lines with advertising placed alongside other areas including marketing research, sales, and product planning.
Use of this slide This slide can be to show how companies often organize under a centralized system whereby an advertising or marketing communications manager assumes responsibility for supervising all promotion activities. The various activities of an advertising or marketing communications manager should be discussed including:
Planning and budgeting
Administration and Execution
Coordination with other departments
Coordination with outside agencies and services
Advertising
Marketing Research
Sales
Product Planning

18. Pros & Cons of Centralization
+ Positive
- Negative
Better
Communications
Better
Communications
Less Goal
Involvement
Less Goal
Involvement
The
Centralized
System
Relation to text This slide relates to the material on pp of the text and Figure 3-5.
Summary Overview This slide presents the pros and cons of using a centralized system to organize for advertising and promotion.
The positive aspects of this system include:
Better communications as developing and coordinating the advertising and promotional program from one central office facilitates communication
Fewer personnel are needed as fewer people are involved in advertising and promotion program decisions which facilitates decision making
Continuity of staff often results as there may be less turnover and more experience among those involved in managing the advertising and promotion program
The negative aspects of centralization include:
Less goal involvement as it may be difficult for the advertising manager to become involved with the marketing strategy and goals for the company or brand
Longer response time as the advertising department may be slow in responding to the specific marketing problems or needs of the company or brand
Inability to do multiple product lines as the company becomes larger and adds more products, services and/or brands and there is more demand on the department
Use of this slide The text discusses the pros and cons of the various systems used to organize for advertising and promotion. This slide summarizes the pros and cons of the centralized system.
Fewer
Personnel
Fewer
Personnel
Longer
Response Time
Longer
Response Time
Continuity
Of Staff
Can’t Do
Multiple Product Lines
Continuity
Of Staff

19. Decentralized Brand Management System
Corporate
Production
Finance
Marketing
Research
Human
and
Resources
Development
Sales
Product
Marketing
Management
Services
Relation to text This slide relates to the material on pp of the text and Figure 3-3.
Summary Overview This slide shows how companies often organize for advertising and promotion under a decentralized brand management system, which is often used by large companies with multiple divisions and many different products and brands. Under this system responsibility for responsibility for the various functions associated with IMC are assigned to a product or brand manager who works closely with the outside advertising agency as well as other marketing communication specialists. The brand manager may also work with other areas of marketing within the firm such as sales, marketing research and the advertising/promotion department.
Use of this slide Companies have several options as to how they choose to organize for advertising including the centralized, decentralized and in-house systems. This slide can be to show how companies often organize under a decentralized system whereby a brand manager assumes responsibility for supervising all promotion activities and works closely with the company’s marketing services group as well as an outside advertising agency and other marketing communication specialist organizations.
Brand
Brand
Advertising
Marketing
Manager
Manager
Department
Research
Ad agency
Ad agency
Sales
Package
Promotion
Design
Merchandising

20. Pros & Cons of Decentralization
+ Positive
- Negative
Concentrated
Attention
Concentrated
Attention
Lack of Experience in IMC
Lack of Experience in IMC
The
Decentralized
System
Relation to text This slide relates to the material on pp. 72 to 75 of the text and Figure 3-5.
Summary Overview This slide presents the pros and cons of using a decentralized system to organize for advertising and promotion.
The positive aspects of this system include:
Concentrated managerial attention for a product or brand
Rapid response to problems and opportunities facing a brand
Increased flexibility allowing for adjustments to various aspects of the advertising and promotional program
The negative aspects of decentralization include:
Ineffective decisions since brand managers often lack training and experience in advertising and promotion
Internal conflict as brand managers compete for top management attention and marketing resources
Lack of authority by brand managers over the functions needed to implement and control the plans they develop
Use of this slide The text discusses the pros and cons of the various systems used to organize for advertising and promotion. This slide summarizes the pros and cons of the decentralized brand manger system. Brand management is very common among many large companies and attention should be given to issue involved with the use of this system for effective management of the IMC function.
Rapid Problem
Response
Rapid Problem
Response
Competition for Resources
Competition for Resources
Increased
Flexibility
Lack of
Authority
Increased
Flexibility

21. Pros & Cons of In-House Agencies
+ Positive
- Negative
Cost
Savings
Cost
Savings
Less
Experience
Less
Experience
The
In-house
Agency
Relation to text This slide relates to the material on pp and Figure 3-5
Summary Overview This slide presents the pros and cons of using an in house agency to organize for and handle a company’s advertising and promotion.
Advantages of this system include:
Cost savings that result since media commissions that would go to an outside agency go to the in- house agency
More control over the advertising function since it is handled within the company rather than by an outside agency
Better coordination of advertising and promotion with the firm’s other marketing activities
Negative aspects of this system include:
Less advertising experience than is available from an outside agency with has a variety of specialists in various areas of advertising
Less objectivity since those working for an in-house agency are part of the company rather than an outside agency
Less flexibility as outside agencies can be changed much more easily whereas changes among in-house agency personnel are slower and more disruptive
Use of this slide The text discusses the pros and cons of the various systems used to organize for advertising and promotion. This slide summarizes the pros and cons of using in-house agencies. Examples of companies that use in-house agencies should be provided such as Calvin Klein and Radio Shack.
More
Control
More
Control
Less
Objectivity
Less
Objectivity
Better
Coordination
Less
Flexibility
Better
Coordination

22. Most No Fear advertising is done by their in-house agency
Relation to text This slide relates to material on pp and Exhibit 3-3 of the text.
Summary Overview This slide shows an ad for sports apparel company No Fear which is an example of a company that handles most of its advertising and promotion in-house. No Fear does use an outside agency to handle some of its creative work but is an example of a company that continues to create effective IMC programs while maintaining their advertising in-house.
Use of this slide This slide can be used to show that despite some of the drawbacks of using in-house agencies as stated in the previous slide, many companies such as No Fear have been successful in creating quality and meaningful advertising that has a positive impact on sales and revenue. +

24. Cannes Lions Live Advertising Awards
Type Of Advertisement: Newspaper Category: Entertainment & Leisure Title: PERISCOPE Advertiser: LEGO Product or Service: LEGO CONSTRUCTION BLOCKS Entrant Company: FCB JOHANNESBURG Country: SOUTH AFRICA Advertising Agency: FCB JOHANNESBURG Country: SOUTH AFRICA Creative Director: Brett Morris Copywriter: Lance Vining Art Director: Lance Vining/Charles Foley Photographer: Gerard Turnely Typographer: Lance Vining Account Supervisor: Joanne Donald Advertiser's Supervisor: Gavin Mansour

25. “1984” More than a good TV commercial
A new way of thinking about advertising
Total Marketing!
Marketing Public Relations: Computer Magazine Reviews, Major Media Coverage
Sales Promotion: In-store materials
New Media Products: MacWorld, MacWeek
And more . . .

26. Ad Agencies Have Skilled Specialists
Artists
Writers
Researchers
Relation to text This slide relates to material on pp of the text.
Summary Overview One of the main reasons outside advertising agencies are used is that they provide the client with the services of highly skilled individuals who are specialists in their fields. A list of these specialists is provided in the slide and includes:
Artists
Writers
Researchers
Photographers
Media Analysts
Specialists with other skills
Use of this slide This slide can be used to introduce the various services and specialists of an advertising agency. The expertise and skills of outside advertising agencies is only one reason for choosing to use them. Other reasons are they provide a more objective viewpoint and they have a broad range of experience with a variety of products, companies, and industries.
Photographers
Media Analysts
Other Skills

27. Full-Services Agencies
Planning advertising
Planning advertising
Full Range of Marketing Communication and Promotion Services
Performing research
Performing research
Creating advertising
Creating advertising
Selecting media
Selecting media
Producing advertising
Producing advertising
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide defines and summarizes the activities of a full service advertising agency. A full service agency offers a full range of marketing, communications, and promotions services. These advertising services include:
Planning, creating, and producing advertising campaigns
Performing marketing and advertising research
Selecting media
The non-advertising services performed by a full service agency are:
Strategic market planning
Sales promotion
Trade show materials
Package design
Public relations and publicity
Use of this slide This slide can be used to introduce the wide array of activities performed by a full service advertising agency.
Strategic market planning
Strategic market planning
Package design
Package design
Non-Advertising Services
Sales promotion and training
Sales promotion and training
Public relations and publicity
Trade show materials
Trade show materials

28. Typical Full-Service Agency Organization
Board of
Directors
President
VP Creative
VP Account
VP Marketing
VP Management
Relation to text This slide relates to Figure 3-7 on p.79 of the text.
Summary Overview This slide shows how a full service adverting agency is organized. A full service agency is made up of departments that provide the activities needed to perform the various advertising functions and serve the client. These departments are shown in the slide and include creative services, account services, marketing services, and management and finance.
Use of slide This slide can be used to introduce the activities of a full service advertising agency and how it is organized. The activities of these various departments should be discussed.
Services
Services
Services
and Finance
Writers TV
Print
Account
Sales
Office
Media
Research
Art Directors
Produciton
Production
Supervision
Promotion
Management
Traffic
Traffic
Account
Personnel
Accounting
Finance
Executive

29. Agency/Client Relationships:
Example: “Unbundling”
Once, Agencies controlled both media and creative within “full-service agencies”
Now, Clients may assign creative and media separately - forcing agencies to “unbundle”
With each review, clients squeeze fees for both.
Result #1: Media Agencies
Mega-agencies spun off their media departments into free-standing “media agencies.”
Result #2: Client Purchasing Involvement
Now client Purchasing Departments are becoming involved in this significant business decision. Agencies have even less control.

30. Services Provided by Agencies
Agency Services
Account Service
Creative Services
Marketing Services
Account Service
Marketing Services
Relation to text This slide relates to material on pp of the text
Summary Overview The slide shows the various services of a full service advertising agency. These agency services consist of:
Account services – this is the link between the agency and its clients. The account executive is the liaison and focal point of the agency-client relationship. They are responsible for understanding the advertiser’s marketing and promotions needs and interpreting them to agency personnel.
Marketing services – includes marketing research and media planning. Marketing research is growing in importance as advertisers realize they need a good understanding of the target audience if they are to effectively communicate. Media departments analyze, select, and contract media sources.
Creative services – is responsible for the creation and execution of advertisements. Copywriters and artists are specialists in this department. Additionally there is a production department that coordinates all phases of production of advertising and other creative work.
Use of slide This slide can be used to discuss the roles of the various departments in a full service ad agency. There are many activities and many personnel involved in the planning, creating and producing of ads. The coordination of their effort is critical to the success of an IMC program.
The link between agency and client
Managed by the Account Executive
Research department may design and execute research programs
Media department may analyze, select and contract media resources
Creation and execution of ads
Copywriters, artists, other specialists

31. The Role of Creative Boutiques
Provide Only Creative Services
Provide Only Creative Services
Full-Service Agencies May Subcontract With Creative Boutiques
Full-Service Agencies May Subcontract With Creative Boutiques
Relation to text This slide relates to material on p.83 of the text.
Summary Overview Creative boutiques have developed in response to some client’s desire to use only the creative talent of an outside agency while maintaining the other functions internally. Clients seek the help of creative boutiques when an extra creative effort is required or because its own employees do not have sufficient skills in this regard. They can be used:
By client companies for creative services only
Full service agencies may subcontract for their creative services when busy or when not wanting to add permanent employees
Other functions such as advertising planning, research and media buying may be done internally within the company or contracted out
Use of slide This slide can be used to explain the role of creative boutiques in planning an IMC program. They usually are hired for their creative talent and are paid on a fee basis. They can be hired directly by a company for their specialized services or by a full service agency when they are very busy or do not want to hire full time employees.
Other Functions Provided by the Internal Client Departments

32. Coca Cola’s in-house boutique created this popular spot
Relation to text This slide relates to material on p. 83 and Exhibit 3-5 of the text.
Summary Overview This slide shows an ad from the popular Always campaign that was used by Coca Cola for a number of years and was developed by a creative boutique rather than a traditional full service agency. Edge Creative, the boutique that created this campaign, was a joint venture between Coca Cola, the Disney Company, and three former employees of Creative Artists Agency (a Hollywood talent agency).
Use of slide This slide can be used to show the use of creative boutiques in the advertising agency industry. It also can be used as part of a discussion of how some advertisers have been bypassing traditional agencies and tapping into the entertainment industry for creative ideas. +

33. Media Buying Can Be Specialized
Media Buying Services
Specialize in Buying Media, Especially Broadcast Time
Specialize in Buying Media, Especially Broadcast Time
Agencies and Clients Develop Media Strategy
Agencies and Clients Develop Media Strategy
Relation to text This slide relates to material on pp of the text.
Summary Overview The task of purchasing advertising media has grown more complex as specialized media proliferate. As such, media buying services have found a niche by specializing in the analysis and purchase of advertising time and space. Agencies and clients usually develop their own media strategies and hire independent buying services to execute them. Some of the characteristics of media buying services include:
They specialize in buying media time, particularly radio and television time
Because the purchase large amounts of time and space, they usually receive large discounts and can save the agency/company money on media purchases.
They are paid a fee or commission for their work
The agency or client may often develop the media strategy
Media buying organizations may be used to implement the media strategy and buy broadcast time and/or space in print publications
Use of slide This slide can be used to show the role of media buying services. Their use is growing as more companies look for ways to get more clout from their advertising budgets.
Media Buying Organizations Implement the Strategy and Buy Time and Space

34. Foote, Cone & Belding was the agency for Levi’s for 68 years
Relation to text This slide relates to the material on p. 90 which discusses how some companies have terminated their long-term relationships with their agencies.
Summary Overview In Chapter 3 we discuss how advertising agencies gain and lose clients and some of the long-standing client/agency relationships that have been terminated in recent years. One of these occurred in 1998 when Levi Straus & Co. terminated its 68 year relationship with Foote, Cone & Belding, San Francisco and transferred its advertising to TBWA/Chiat/Day. This move surprised many people in the advertising industry as FCB had created a number of award-winning and popular campaigns for Levi’s jeans during the ‘80s and ‘90s. The “Elevator Fantasy” spot show here is an example of the excellent creative work done by FCB.
Use of this slide This commercial can be used as part of a discussion as to why companies might terminate a long-term relationship with an agency. In this situation, Levi Strauss & Co. had lost market share to other brands and felt that a change in agencies was needed.

35. Why Agencies Lose Clients
Personnel
changes
Personnel
changes
Changes
in strategy
Changes
in strategy
Poor
performance
Poor
performance
Poor
communications
Poor
communications
Declining
sales
Declining
sales
Unrealistic
demands
Unrealistic
demands
Relation to text This slide relates to material on pp of the text which discusses reasons why agencies lose clients.
Summary Overview While many successful client-agency relationships last for years, long-term relationships are becoming less common. The various reasons an agency might lose clients are shown on this slide. Some of these are avoidable while others may be beyond the agency’s control.
Use of this slide This slide can be used to show reasons why an agency can lose its clients. Understanding these problems can help agencies avoid them.
Changes
in size
Changes
in size
Payment
conflicts
Payment
conflicts
Personality
conflicts
Personality
conflicts
Policy changes
Conflict of
interests
Conflict of
interests

36. How Agencies Gain Clients
Referrals
Presentations
Solicitations
Relation to text This slide relates to material on pp in the text that discusses how agencies gain new clients.
Summary Overview Competition for accounts in the agency business is intense. For most large agencies, most new business comes from clients who already have an agency but decide to change their relationships. Thus, agencies must constantly search and compete for new clients. Some of the ways they do this are through
Referrals
Solicitations
Presentations
Public relations efforts
Image or reputation
Use of this slide Gaining new business is very important to advertising agencies. This slide can be used to show the various ways an agency can gain new business.
Public Relations
Image, Reputation

37. Gateway Changed Its Advertising After Changing Agencies
Relation to text This slide relates to IMC Perspective 3-3 on pp which discusses Gateway’s search for the right ad agency.
Summary Overview IMC Perspective 3-3 discusses how Gateway has changed advertising agencies numerous times in recent years. This slide shows a commercial created by Siltanen/Keehn during its brief tenure as Gateway’s agency in The campaign created by S/K featured Gateway founder and CEO Ted Waitt and a talking Holstein cow. This particular spot is called “Whip It” and features Waitt and the cow cruising down a highway in a tractor trailer singing along to a CD playing Devo's classic song from the early ‘80s. The commercial was designed to promote Gateway’s music lovers’ special which included 500X computer with a CD burner, music software package, speakers, and blank CDs.
Use of this slide This slide can be used as part of a discussion as to why companies such as Gateway sometime change agencies very frequently. The advertising developed by S/K was considered to be very good. However, Gateway hired a new agency when a decision was made to position the company as more modern, cool and hip.

38. A Change in Strategy Led to a Change in Gateway’s Advertising
Relation to text This slide related to IMC Perspective 3-3 on pp which discusses Gateway’s search for the right ad agency.
Summary Overview This slide shows another Gateway commercial created by the Siltanen/Keehn agency for the company. This spot is called “Profile 4” and is a comparative ad that was used by Gateway to take on the highly successful Apple iMac PC. The computer animated spot shows an iMac alongside a feisty Gateway Profile PC and emphasizes the similar look o the two machines. However, at each point of comparison the Profile leapfrogs over the iMac and then does a back flip and issues a raspberry to the iMac as the voice-over notes its lower prices.
Use of this slide This slide can be used to show how advertisers often develop new types of ads after changing agencies. This comparative ad was developed by Gateway in response to the success of the iMac and to promote the company’s own new Profile PC featuring an all-in-one design.

39. Direct Response Agency Activities
Data Base
Management
Data Base
Management
Media Services
Media Services
Direct Response
Agencies
Direct
Mail
Direct
Mail
Creative
Creative
Relation to text This slide relates to material on p. 94 of the text which discusses direct response agencies.
Summary Overview One of the fastest growing areas of IMC is direct marketing. As the industry has grown, numerous direct response agencies have evolved that offer companies their specialized skills in both consumer and business markets. This slide shows the various services and departments of a direct response agency. Services include:
Database management
Direct mail
Research
Departments of a direct response agency include:
Media services
Creative
Production
Use of slide This slide can be used to discuss the role of direct response agencies, the types of services they provide and their role in the development of an IMC program.
Research
Production
Research

40. Functions performed by Public Relations Firms
Damage
Control
Damage
Control
Generating
Publicity
Generating
Publicity
Strategy
Development
Strategy
Development
Program
Planning
Relation to text This slide relates to material on p. 95 of the text that discusses Pubic Relations firms.
Summary Overview Most large companies use public relations firm. A public relations firm develops and implements programs to manage the organization’s publicity, image, and affairs with consumer and other relevant publics. This slide shows the activities of the PR firm. These include:
Strategy development
Generating publicity
Lobbying
Public affairs activities
Damage control
Image portrayal
Program planning
Use of slide This slide can be used to show the services provided by public relations firms. As companies adopt an IMC approach to promotional planning, they are coordinating their PR activities with advertising and other promotional areas. They are also integrating PR and publicity into the marketing communications mix to increase message credibility and save media costs.
Image
Portrayal
Image
Portrayal
Lobbying
Lobbying
Public
Affairs
Public
Affairs

41. Functions performed by Interactive Agencies
Web
Banner Ads
Web
Banner Ads
Web Sites
Web Sites
Interactive Media Creation
CD-ROMs
Kiosks
CD-ROMs
Kiosks
Relation to text This slide relates to material on pp of the text.
Summary Overview With the rapid growth of the Internet and other forms of interactive media, a new type of specialized marketing communications organizations has evolved, the interactive agency. This various functions performed by an interactive agency are shown on this slide. Interactive agencies specialize in development and strategy of the various interactive tools such as web banner ads, web sites, CD-ROMs, and kiosks. They also have expertise in digital technology elements such as audio, video, special effects and animation.
Use of slide This slide can be used as part of a discussion of the role of interactive agencies.
Many companies are using interactive agencies to take advantage of their expertise in designing, managing, and supporting interactive media.
Audio
Audio
Video
Video
Digital
Content
Animation
Special Effects
Special Effects

42. Marketing Research Companies
Planning and Implementing Research
Planning and Implementing Research
Information Application
Information Application
Relation to text This slide relates to material on pp of the text.
Summary Overview The final participants in the promotional process are those that provide various collateral services. These services include marketing research, package design firms, photographers, printer, video production houses, and event marketing services companies. The marketing research companies are widely used to help companies understand their target audiences and gather information that will be of value in designing and evaluating their advertising and promotions programs. The activities provided by marketing research companies include:
Program implementation
Information application
Analysis and interpretation
Primary data collection (qualitative and quantitative)
Secondary data collection
Use of slide This slide can be used to introduce the marketing research agency as a collateral service in the promotional process. The marketing research agency continues to be a valuable resource as companies try to better understand their targeted consumer and how best to meet their needs.
Analysis and Interpretation
Analysis and Interpretation
Secondary Data Collection
Primary Data Collection
Qualitative & Quantitative
Primary Data Collection
Qualitative & Quantitative

43. Sum Up Ad Agency structure Ad Agency Organization
Evaluation of Ad Agencies

44. Next Class
Perspectives on Consumer Behaviour
Read Chapter 4