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Belch: Advertising and Promotion, Sixth Edition II. Integrated Marketing Program Situation Analysis 3. Organizing for Advertising & Promotion these programs. Some large ad agencies have created their own sales promotion department or acquired a sales promotion firm. However, most sales promotion agencies are independent companies that specialize in providing the services needed to plan, develop, and execute a variety of sales promotion programs. Sales promotion agencies often work in conjunction with the client’s advertising and/or direct-response agencies to coordinate their efforts with the advertising and direct-marketing programs. Services provided by large sales promotion agencies include promotional planning, creative, research, tie-in coordination, fulfillment, premium design and manufacturing, catalog production, and contest/sweepstakes management. Many sales promotion agencies are also developing direct/database marketing and telemarketing to expand their integrated marketing services capabilities. Sales promotion agencies are generally compensated on a fee basis. Exhibit 3-10 shows an ad for DVC, which was selected as the promotional agency of the decade a few years ago by Promo Magazine. Public Relations Firms Many large companies use both an advertising agency and a PR firm. The public relations firm develops and implements programs to manage the organization’s publicity, image, and affairs with consumers and other relevant publics, including employees, suppliers, stockholders, government, labor groups, citizen action groups, and the general public. The PR firm analyzes the relationships between the client and these various publics, determines how the client’s policies and actions relate to and affect these publics, develops PR strategies and programs, implements these programs using various public relations tools, and evaluates their effectiveness. The activities of a public relations firm include planning the PR strategy and program, generating publicity, conducting lobbying and public affairs efforts, becoming involved in community activities and events, preparing news releases and other communications, conducting research, promoting and managing special events, and managing crises. As companies adopt an IMC approach to promotional planning, they are coordinating their PR activities with advertising and other promotional areas. Many companies are integrating public relations and publicity into the marketing communications mix to increase message credibility and save media costs. 33 Public relations firms are generally compensated by retainer. We will examine their role in more detail in Chapter 17. Interactive Agencies With the rapid growth of the Internet and other forms of interactive media, a new type of specialized marketing communications organization has evolved—the interactive agency. Many marketers are using interactive agencies that specialize in the development and strategic use of various interactive marketing tools such as websites for the Internet, banner ads, CD-ROMs, and kiosks. They recognize that the development of successful interactive marketing programs requires expertise in technology as well as areas such as creative website design, database marketing, digital media, and customer relationship management. Many traditional advertising agencies have established interactive capabilities, ranging from a few specialists within the agency to an entire interactive division. Some of the largest interactive agencies such as EuroRSCG Interaction, Grey Digital Marketing, and Ogilvy Interactive are affiliates of major agencies, while others such as Agency.com, Modern Media, and R/GA are owned by major holding companies (see Figure 3-11). Many agencies work closely with their interactive affiliates in developing integrated marketing campaigns for their clients. For example, iDeutsch, the interactive arm of the Deutsch agency, has developed the websites and online campaigns for clients such as Snapple, Almay, Mitsubishi automobiles and the California Milk Processor Board; the parent agency handles the off-line campaign in traditional media for these companies (Exhibit 3-11). While many agencies have or are developing interactive capabilities, a number of marketers are turning to more specialized interactive agencies to develop websites and © The McGraw−Hill Companies, 2003 Exhibit 3-10 DVC is one of the leading promotional agencies 95 Chapter Three Organizing for Advertising and Promotion
96 Part Two Integrated Marketing Program Situation Analysis Belch: Advertising and Promotion, Sixth Edition Figure 3-11 Top 10 U.S. interactive agencies II. Integrated Marketing Program Situation Analysis 3. Organizing for Advertising & Promotion Rank Agency (Affiliation) Headquarters 1 EuroRSCG Worldwide Interaction New York 2 Grey Digital Marketing New York 3 Ogilvy Interactive (WPP Group) New York 4 Digitas Boston 5 Modem Media (Interpublic Group) Norwalk, Conn. 6 Answerthink Interactive Marketing Miami 7 Agency.com (Omnicom Group) New York 8 Tribal DDB (Omnicom Group) New York 9 Dentropy Partners (Interpublic Group) Cambridge, Mass. 10 R/GA (Interpublic Group) New York © The McGraw−Hill Companies, 2003 interactive media. They feel these companies have more expertise in designing and developing websites as well as managing and supporting them. Interactive agencies range from smaller companies that specialize in website design and creation to fullservice interactive agencies that provide all the elements needed for a successful Internet/interactive marketing program. These services include strategic consulting regarding the use of the Internet and online branding, technical knowledge, systems integration, and the development of electronic commerce capabilities. Full-service interactive agencies, such as AGENCY.COM, have created successful Internet marketing programs for a number of companies, including Nike, MetLife, Ford Motor Company, McDonald’s, and British Airways. For example, AGENCY.COM developed the website and various online promotions that support the new global brand positioning strategy for British Airways. As the Internet becomes an increasingly important marketing tool, more companies will be turning to interactive agencies to help them develop successful interactive marketing programs. The number of interactive agencies will continue to grow, as will their importance in the development and implementation of Internet-based strategies and initiatives. The final participants in the promotional process are those that provide vari- Collateral Services ous collateral services. They include marketing research companies, package design firms, consultants, photographers, printers, video production houses, and event marketing services companies. Exhibit 3-11 iDeutsch developed the website and various online promotions for its California Cheese account
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