What Responsibility have for IMC: Agency versus Client?
Answers: Responsibility for IMC: Agency versus Client—A final area covered surrounded by this section is a discussion of whether the client or selling 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 campaign while agency executives see this as their domain. The major obstruction is a lack of family in agencies next to the broad perspective and skills needed to make IMC work effectively. Internal turf battle, agency egos, and distress of budget reductions are also cited as principal barriers to successful integrated marketing campaign.
IMC refers to Integrated Marketing Communications - a comprehensive market plan to be exact product oriented. The angency's (supposedly an selling or marketing company) responsibilities would include all or more of the following set of chronological events:
- Comprehensive bazaar research (industry/competitive/economic/political analysis)
- Target Marketing Selection
- Marketing Mix (7 Ps)
- Promotion Planning
- Advertisement Action Planning
- Post-Launch Feedback Planning
The client's responsibility in developing an IMC includes:
- Providing the agency next to accurate details about the broad perception and mission of the client's company.
- Provide in-depth knowledge of the product/brand.
- Provide bugdet ceiling and floors for the IMC.
- Make sure that client's product/brand or marketing executive is constantly in touch near the agency to ensure IMC is moving in the right direction.
Hence, both agency and client work together within order to share like vision, focus and accountability when developing an IMC.