The development, execution, and administration of an advertising and promotions program involve the efforts of many individuals, both within the company and outside it. Participants in the integrated marketing communications process include the advertiser or client, ad agencies, media organiza tions, specialized marketing communications firms, and providers of collateral services.
Companies use three basic systems to organize internally for advertising and promotion. Centralized systems offer the advantages of facilitated communications, lower personnel require ments, continuity in staff, and more top-management involvement. Disadvantages include a lower involvement with overall marketing goals, longer response times,and difficulties in handling multiple product lines.
Decentralized systems offer the advantages of concentrated managerial attention, more rapid responses to problems,and increased flexibility, though they may be limited by ineffective decision making, internal conflicts, misallocation of funds, and a lack of authority. In-house agencies, while offering the advantages of cost savings, control, and increased coordination, have the disadvantage of less experience, objectivity, and flexibility.
Many firms use advertising agencies to help develop and execute their programs. These agencies may take on a variety of forms, including full-service agencies,creative boutiques,and media buying services. The first offers the client a full range of services (including creative, account, mar-
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