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Part Two Integrated Marketing Program Situation Analysis
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 3-1 The History
Channel advertises its ability
to reach male television
viewers
II. Integrated Marketing
Program Situation Analysis
3. Organizing for
Advertising & Promotion
© The McGraw−Hill
Companies, 2003
process. Many large advertisers retain the services of a number of agencies, particularly
when they market a number of products. For example, Kraft Foods uses as many
as 8 advertising agencies for its various brands, while Procter & Gamble uses 12 ad
agencies and 2 major media buying services companies. More and more, ad agencies
are acting as partners with advertisers and assuming more responsibility for developing
the marketing and promotional programs.
Media organizations are another major participant in the advertising and promotions
process. The primary function of most media is to provide information or entertainment
to their subscribers, viewers, or readers. But from the perspective of the
promotional planner, the purpose of media is to provide an environment for the firm’s
marketing communications message. The media must have editorial or program content
that attracts consumers so that advertisers and their agencies will want to buy time
or space with them. Exhibit 3-1 shows an ad run in advertising trade publications promoting
the value of The History Channel magazine as a media vehicle for reaching
men. While the media perform many other functions that help advertisers understand
their markets and their customers, a medium’s primary objective is to sell itself as a
way for companies to reach their target markets with their messages effectively.
The next group of participants are organizations that provide specialized marketing
communications services. They include direct-marketing agencies, sales promotion
agencies, interactive agencies, and public relations firms. These organizations
provide services in their areas of expertise. A direct-response agency develops and
implements direct-marketing programs, while sales promotion agencies develop promotional
programs such as contests and sweepstakes, premium offers, or sampling
programs. Interactive agencies are being retained to develop websites for the Internet
and help marketers as they move deeper into the realm of interactive media. Public
relations firms are used to generate and manage publicity for a company and its products
and services as well as to focus on its relationships and communications with its
relevant publics.
The final participants shown in the promotions process of Figure 3-1 are those that
provide collateral services, the wide range of support functions used by advertisers,