Mar
PARTICIPANTS IN THE INTEGRATED MARKETING COMMUNICATIONS PROCESS : -
The various organizations that participate in the integrated marketing communications process, their roles and responsibilities, and their relationship to one another. As noted in the opening vignette on BMW’s use of short films on the Internet, marketers are always searching for creative ways to communicate with their customers. Agencies such as Fallon Worldwide are used because of their strong creative capabilities and their ability to bring novel approaches to their clients marketing programs. Today, more marketers are looking for agencies that can offer a range of integrated marketing communication capabilities and help them compete in the rapidly changing world of advertising and promotion. The opening section provides an overview of the various participants in the integrated marketing communications process. The student should become familiar with the various players including clients, advertising agencies, media organizations, marketing communications specialist organizations and those who provide collateral services. It is particularly important to note that with the movement toward IMC, marketing communication specialist organizations such as direct response agencies, sales promotion agencies, public relations firms, and interactive agencies are playing an increasingly important role in the promotional process.