MKTG 330 Chapter Notes - Chapter 3: Integrated Marketing Communications, Deutsch Inc., Sales Promotion
Document Summary
Chapter 3: organizing for advertising and promotion: the role of ad. Formal plans are submitted annually or when a program is being changed significantly, as when a new campaign is developed. This requires working with such departments as production, media, art, copy, digital/interactive, and sales promotion: coordination with other departments, the manager must coordinate the advertising department"s activities with those of other departments, particularly those involving other marketing functions. Research may also provide profiles of product users and nonusers for the media department before it selects broadcast or print media. The department serves a liaison between the company and any outside service providers and also determines which ones to use. Once outside services are retained, the manager will work with other marketing managers to coordinate their efforts and evaluate their performances. This person may have the authority to override the brand manager"s decisions on advertising.
