179x Filetype PPT File size 1.67 MB Source: budiman.staff.gunadarma.ac.id
Participants in the IMC Process Advertiser (Client) Advertiser (Client) Advertising agency Advertising agency Media organizations Direct- Sales Media organizations Direct- Sales response promotion response promotion Marketing agencies agencies Marketing agencies agencies communications communications specialist specialist organizations Public organizations Public Interactive relations Interactive relations agencies firms agencies Collateral services firms Collateral services © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Department Under Centralized System PPrreessiiddeentnt PPrreessiiddeentnt RReeseseaarrcchh RReeseseaarrcchh aannd d HHuummaann PPrrooduduccttiioonn FFiinnaannccee MMaarrkkeettiinngg aannd d HHuummaann PPrrooduduccttiioonn FFiinnaannccee MMaarrkkeettiinngg dedevveelloopp-- rresesoouurrcceses dedevveelloopp-- rresesoouurrcceses memenntt memenntt MMaarrkketetiinng g PPrrooduductct AAdvdveerrttiisisinngg MMaarrkketetiinng g SSaalleess PPrrooduductct AAdvdvererttiissiinngg rreseseeaarrchch SSaalleess plplaannnniinngg rreseseeaarrchch plplaannnniinngg © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Pros & Cons of Centralization + Positive - Negative + Positive - Negative BBeetttteerr BBeetttteerr LLesess s gogoaall cocommmmuunniicacattiioonnss LLesess s gogoaall cocommmmuunniicacattiioonnss iinnvvoollvveememenntt iinnvvoollvveememenntt FFewewerer The FFeewweerr The peperrssoonnnneell Centralized perperssoonnnneell Centralized LLoonngegerr System LLoonngegerr System rreesposponnsese ttiimmee rresespoponnsese ttiimmee CCoonnttiinnuuiittyy CCoonnttiinnuuiittyy ooff ssttaaff ooff ssttaaff Can’t do Can’t do multiple product MMoorree ttoopp multiple product MMoorree ttoopp lines mmaannaagegemmeenntt lines mmaannaagegemmeenntt iinnvvoollvvememeenntt iinnvvoollvvememeenntt © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Decentralized Brand Management System Corporate Research Human Production Finance Marketing and resources development Sales Product Marketing management services Brand Brand manager manager Advertising Marketing Ad agency Ad agency department research Sales Package promotion design Merchandising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Pros & Cons of Decentralization + Positive - Negative + Positive - Negative IInneeffeeccttiivvee CCoonncceennttrraatteded InIneeffeeccttiivvee CCoonncceennttrraatteded dedecicisisioonn mmaakikinngg aatttteennttiioonn dedecicisisioonn mmaakikinngg aatttteennttiioonn RRaapipid d prprooblbleemm The InIntterernnaall ccoonnflifliccttss RRaapipid d prprooblbleemm The InIntterernnaall ccoonnflifliccttss rreesspoponnssee Decentralized rreesspoponnssee Decentralized System System Misallocation of Misallocation of Misallocation of Misallocation of InIncrcreeaasseedd funds funds InIncrcreeaasseedd funds funds fleflexxiibibilliittyy fleflexxiibibilliittyy Lack of Lack of Authority Authority © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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