24210 Chapter Notes - Chapter 3: Account Executive, Direct Marketing, Sales Promotion
Document Summary
Chapter 3: organising for advertising and promotion: the role of ad. Participants in the imc process: advertiser (client, advertising agency, media organisations, marketing communication specialist organisation, direct marketing agencies, sales promotion agencies, public relations firms, digital/interactive agencies, collateral services. Advertisers (clients: the organisations with the goods, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services. Advertising agency: company that specialises in the creation, production, and/or placement of advertising messages and may provide other services that facilitate the marketing communications process. Media organisations: pro(cid:448)ide a(cid:374) e(cid:374)(cid:448)iro(cid:374)(cid:373)e(cid:374)t for the fir(cid:373)"s (cid:373)arketi(cid:374)g co(cid:373)(cid:373)u(cid:374)icatio(cid:374)s (cid:373)essages. Other types of agencies and services: creative boutiques, small ad agencies that provide only creative services. Media organisations: function to provide information/entertainment to subscribers, viewers or readers (cid:449)hile offeri(cid:374)g (cid:373)arketers a(cid:374) e(cid:374)(cid:448)iro(cid:374)(cid:373)e(cid:374)t for the fir(cid:373)"s (cid:373)arketi(cid:374)g co(cid:373)(cid:373)u(cid:374)icatio(cid:374) messages. Collateral service: marketing research, package design, consultants, photographers, printers, video production, event marketing.
