The chapter discusses the role of the marketing manager in promotional strategy (Exhibit 12.9 and accompanying discussion). The trend today in both large and small firms is for much of the promotion function to be outsourced.
a. Comment on this outsourcing trend. What are the major reasons for the trend? What are the pros and cons? What is your personal view about outsourcing all or part of promotion?
b. Assume now that you are working as a marketing manager for a firm that outsources promotion to a creative agency. In what ways does this arrangement impact your job? In particular, concentrate on how it impacts your marketing planning (being mindful that promotion planning is a key element). How would you interact with the agency as a manager representing your firm (assume you have responsibility for the agency relationship with your company)? That is, what are the key things you should do to ensure a productive relationship?

  • CreatedAugust 22, 2015
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