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IMC Partners & Industry Organization
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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/clientrelationship work?
Chapter Outline
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Opening Case: Phelps Group
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• “The Wall” of ideas
• Surveys of clients, suppliers, and
employees
• “Wallbangers” and “BrainBanger’s
Balls”
Get feedback for the agency’s work
• “The Wall” of ideas
• Surveys of clients, suppliers, and
employees
• “Wallbangers” and “BrainBanger’s
Balls”
Get feedback for the agency’s work
• Recognized as a very creativeagency
• Impressive client list: Petco, WholeFoods, Panasonic
Opening Case: Phelps Group
Challenge:
Answer:
Results:
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Three Players in the Golden Triangle
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IMC in Action: Mall of America
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Promote Mall of America’s 10th
anniversary
An IMC campaign featuring:
• The theme: “Celebrating a decade offun”
• Effort to involve as many media partnersas possible
Promote Mall of America’s 10th
anniversary
An IMC campaign featuring:
• The theme: “Celebrating a decade offun”
• Effort to involve as many media partnersas possible
• USA Today front page story
• CBS Sunday Morning piece
• AP story carried by 30 newspapers
IMC In Action: Mall of America
Challenge:
Answer:
Results:
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1st Part of Golden Triangle: The Agency
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RelationshipMarketing
Events
IMC
Advertising DirectMarketing
PublicRelations
Packaging
RelationshipMarketing
PublicRelations
Packaging
IMC
Events
DirectMarketing
Advertising
Sales
Promotion
Most Common Types of Agencies
Agencies
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Tales From the Real World
In an attempt to attract new clients, some adagencies have jumped on the IMC bandwagonand now position themselves as “IMC agencies.”
In the real world, it’s important to look deeper:
some of these agencies simply say they canhandle IMC but really don’t have the
organization or experience to adequatelyaddress all the IMC functions
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Think About It
AgenciesNow that you have learned about different
types of agencies, at which would you preferto work?
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2nd Part of Golden Triangle: The Media
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Media Depend on Outside Sources
To make a profitAdvertisers
ContentTo fill time and space:
• TV and radio: programming
• Newspaper: news and
features
To make a profitAdvertisers
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TouchstonePictures Logo
ABC Logo
DisneyChannel Logo
DisneyStore Logo
DisneyWorld Logo
Fox Kids Logo ESPN Logo
Disney Online
Ultimate form of integration: Disney
MediaIntegration@ Disney
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3rd Part of Golden Triangle: Companies
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Two Types of Marketing Efforts
B2C
B2B
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Some Firms Do Both: Nike
B2B
Nike’s Relationship with shoe retailers
like Foot Locker
B2C
Niketown stores selling shoes directlyto consumers
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Figure 2-3: Example of Centralized Control
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Figure 2-4: Example of Decentralized Control
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IMC In Action: Selling America
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An IMC program featuring:
• Booklet produced in 14 languages
• Program to teach English in MiddleEast colleges
• Radio Sawa, an Arab-languageversion of Voice of America
Improve America’s image after 9/11Improve America’s image after 9/11
An IMC program featuring:
• Booklet produced in 14 languages
• Program to teach English in MiddleEastern colleges
• Radio Sawa, an Arab-languageversion of Voice of America
Too early to tell
IMC in Action: Selling America
Challenge:
Answer:
Results:
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Agency/Media/Company Compensation
Commission: A payment that
represents a percentage of a client’s
total media spending
Cost of media advertising: $5 million (100%)
Amount agency bills to client: $5 million (100%)
Amount agency pays media $4.25 million (85%)
Amount agency keeps $750,000 (15%)
Commission = $750,000
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Insight: Cross-Functional IMC Teams
• Long-term focus: Keep team members in placefor an extended period rather than assembling
them for ad hoc projects• Constant contact: Frequent meetings areimportant; however, members can also keep inconstant contact via email
• Work space: Assigning a cross-functional team
its own work space helps keep team membersinformed
• Support from the top: Top management mustsupport the idea of cross-functional planning byproviding adequate resources
Some basic principles for managingcross-functional teams:
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The End:
" Never wor ry about numbers. Help
one perso n at a t ime, and always startw i th the person nearest you."
- Mother Teresa
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