What is integrated marketing communication service on advertising?
INTEGRATED MARKETING COMMUNICATION SERVICES
A significant trend in the advertising industry is to combine all of the above services under one roof. These one-stop service agencies bring together service providers so that the client needs only to use their firm to receive all of the marketing support s/he requires. Specific advantages and disadvantages of these arrangements have been cited:
A.Pros and Cons of Integrated Services—It has been argued that IMC is nothing new, particularly in smaller companies and communication agencies that have coordinating promotion tools for years. The text discusses the advantages and disadvantages of the one-stop shop.
1.Advantages of integrated services
•Greater control of the promotional process allows for more synergy among each of the communication program elements
•More convenient for clients to coordinate all promotional efforts with one agency
•Agencies with IMC capabilities can create a single image for the client
2.Disadvantages of integrated services
•Synergy and economies of scale are often not achieved by a single agency handling all communication areas
•Internal conflicts often arise within various departments within a large agency over areas such as advertising, public relations or sales promotion
•Limits client’s ability to take advantage of specialists in various IMC areas
B.Responsibility for IMC: Agency versus Client—A final area covered in this section is a discussion of whether the client or advertising agency should have the primary responsibility for planning and coordinating the IMC process. Most marketers believe it is their responsibility to set strategy for and coordinated integrated campaigns while agency executives see this as their domain. The major barrier is a lack of people in agencies with the broad perspective and skills needed to make IMC work effectively. Internal turf battles, agency egos, and fear of budget reductions are also cited as major barriers to successful integrated marketing campaigns.
INTEGRATED MARKETING COMMUNICATION SERVICES
A significant trend in the advertising industry is to combine all of the above services under one roof. These one-stop service agencies bring together service providers so that the client needs only to use their firm to receive all of the marketing support s/he requires. Specific advantages and disadvantages of these arrangements have been cited:
A.Pros and Cons of Integrated Services—It has been argued that IMC is nothing new, particularly in smaller companies and communication agencies that have coordinating promotion tools for years. The text discusses the advantages and disadvantages of the one-stop shop.
1.Advantages of integrated services
•Greater control of the promotional process allows for more synergy among each of the communication program elements
•More convenient for clients to coordinate all promotional efforts with one agency
•Agencies with IMC capabilities can create a single image for the client
2.Disadvantages of integrated services
•Synergy and economies of scale are often not achieved by a single agency handling all communication areas
•Internal conflicts often arise within various departments within a large agency over areas such as advertising, public relations or sales promotion
•Limits client’s ability to take advantage of specialists in various IMC areas
B.Responsibility for IMC: Agency versus Client—A final area covered in this section is a discussion of whether the client or advertising agency should have the primary responsibility for planning and coordinating the IMC process. Most marketers believe it is their responsibility to set strategy for and coordinated integrated campaigns while agency executives see this as their domain. The major barrier is a lack of people in agencies with the broad perspective and skills needed to make IMC work effectively. Internal turf battles, agency egos, and fear of budget reductions are also cited as major barriers to successful integrated marketing campaigns.
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