Lecture 4 - IMC ORGANIZATIONS...

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IMC  ORGANIZATIONS Advertisers, Agencies, Specialist Media, and  Research Session 4
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ANNOUNCEMENTS Sign-in Course policy on  slides Innovative Minds of  American Advertising  Federation (AAF) Multi-modal learning Active engagement Integration Real world skill set
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LEARNING OBJECTIVES Understand the structure of the IMC industry –  key players, types of companies Understand the working of IMC via positions,  Identify changes & trends
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MAD MEN
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CLASS ACTIVITY:  PACKAGING Respond to the following: What is the product being packaged? Describe the packaging (what makes it creative?) Why is it effective?  Specifically, How does it command attention? How does it contribute to the product’s  positioning  (by  category, relative to competitors)?  Who is the  target market ?
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THE IMC INDUSTRY Full Service Ad Agency Account Management • Creative • Media Planning/ Buying Research/Account Planning • Sales Promotions Direct Marketing • Internet/Interactive Marketing Public Relations/Publicity • Traffic Client (Advertiser) Brand Managers (De- dentralized system) Advertising Managers (Centralized system) Services Producers • Directors • Photographers • Printers • Ad Serving Companies • Web Hosting Companies • Fulfillment Companies Media Newspapers •TV Magazines •Websites Media sellers (e.g, Viacom) Research Companies Pre-testing •Tracking • Focus Groups • Campaign Effectiveness Syndicated Data Services Nielsen Arbitron • MediaMark Government Fed Trade Comm. Food/Drug Admin.
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Lecture 4 - IMC ORGANIZATIONS...

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