Direct Marketing Agency Structure

Direct Marketing Agency Structure - Consultants...

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Direct Marketing Agency Structure Departments in a typical direct-marketing agency Account management Creative Media Database development/management
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Sales Promotion Agencies Catalog production Promotional planning Creative research Tie-in coordination Fulfillment Premium design and manufacturing Contest/sweepstakes management
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Don Jagoda Associates
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Functions Performed by Public Relations Firms Strategy development Generating publicity Lobbying Public affairs News releases, communication Research Managing crisis Coordination w/promotional areas Special events
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Functions Performed by Interactive Agencies Interactive Media Creation Websites Banner ads Search engine optimization Mobile marketing Social media campaigns Digital media
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Campaigns Utilizing Social Media
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Collateral Services Typical collateral services Marketing research Package design
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Unformatted text preview: Consultants Photographers Printers Video production Event marketing Pros and Cons of Integrated Services Budget politics Cons Poor communication No synergy Convenience Greater synergy Single image for product or service Pros Test Your Knowledge Marketing executives say the biggest obstacle to implementing IMC is: A) Lack of management support B) Insufficient budgets C) Lack of people with the right perspective and skills D) Inexperienced ad agencies Responsibility for IMC: Agency vs. Client Key Obstacles Lack of people with a broad perspective and the skills to make it work Internal turf battles Agency egos Fear of budget reductions Ensuring consistent execution Measuring success Compensation...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Direct Marketing Agency Structure - Consultants...

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