Lecture 2-3: Managing marcoms activities
Overview of marcoms
management
Marcoms agencies
Environment factors
affecting marcoms
Research
Planning
Creative strategy
& tactics
Various
marketing,
communication,
and research
services
Production
Media Selection
/Booking Buying
➢ Advertising
➢ Sales promotion
➢ Direct marketing
➢ Packaging
➢ Public Relations
➢ Personal Selling
➢ Point of Purchase Display
➢…..
Create, execute and analyze results of
market research conducted through
surveys, in-depth interviews, phone
interviews, etc.
- Brand strategy consultation
- Create, plan, manage and
evaluate branding effectiveness
- Deal with communication crisis
- Develop creative messages
- Work with branding agency in
building brand identity system
- Produce visual products like TVC,
online video, product packaging,
poster, flyer, brochure, banner,…
- Create contents that match with up-todate technology, help businesses
maintain and promote their brand to
target customers
- Optimize user experience across
different digital platforms and
continuously evaluate the
effectiveness of each activity through
analysis of collected data
Coordinate media presence to
ensure they reach the right
people, at the right place, at the
right time.
In charge of staging, filming, postproduction, ... materializing the client's
idea or concept that has been
developed before.
There are also cases where the
production house works directly with
the client or agency from the big idea to
the final product
Maintain the client's reputation and
good relationship with customers,
shareholders, the press to the
government
Organize or sponsor charity events,
product launches, celebrations
Brand activation is through creating enjoyable
experiences that encourage customers to
interact with the brand and try out a product
or service.
Activities: billboards, product introduction
booths located at supermarkets, roadshow,
interactive games
ACCOUNT / CLIENT SERVICES
Customer service
Account/Sales/BD/
Consultant
PLANNING &
•
•
•
•
•
•
•
BOD
ANALYTICS
CEO, Founder
Strategic planning
Director (8-10Y)
Head of (5-7Y)
Manager (3-5Y)
Team Leader (2-3Y)
Senior (1-2Y)
Junior (3-6M)
Intern
CREATIVE &
DESIGN
COPY &
CONTENT
Strategic/
Planner
TECHNOLOGY &
PRODUCTION
MEDIA
SUPPORT
OTHERS
BD,
Marcom
Innovation
IT, Developer,
Tester, BA, DA…
DOP, Cameramen,
Post Production,
PreProduction,
Production
Manager...
Overview of marcoms
management
Marcoms agencies
Environment factors
affecting marcoms
Technological impact
Fill, Turnbull, 2023. p.26
Cultural impacts
• Customs
• Norms
• Values
• Languages
• Symbols
• …
Legal impacts
Products can/cannot be advertised
Message content censorship
Allowed media
➢ In the UK, Greece, Belgium, ads directed at
children are restricted
➢ In Quebec, Sweden, Norway, it is illegal to
advertise to children under 12 years old
Allowed number of advertisements
Use of foreign language
Comparative advertising
Domestic or international agencies
Tax on advertisement
Social responsibility
• Businesses use advertising to drive customers
to buy and consume unnecessary products?
• Marketing communication abuses influence on
young people?
• Marketing communications drives society
toward materialism?
• Marketing communication promotes low
aesthetic or vulgar values (cultural pollution)?
State regulations on marketing communication
• The Government performs the national unified
administration of advertising activities.
• The Ministry of Culture, Sports and Tourism is responsible
to the Government for overseeing the legal compliance of
advertising activities.
• Ministries and ministerial-level agencies shall, within the
ambit of their tasks and powers, coordinate with the
Ministry of Culture, Sports and Tourism in performing the
state administration of advertising activities.
• People's Committees at all levels perform the state
management of advertising activities within their respective
localities according to their competence
State regulations regarding
marketing communication activities:
- Law on Advertising No.
16/2012/QH13, supplementing and
perfecting regulations on advertising
activities
- 37/2006/ND-CP Detailing the
Commercial Law on sales
promotion activities.