This activity is important because, as a manager, you will probably need to use specialized and collateral services particularly when you are operating with an in$-$house function or occasionally with an external agency or consultancy. There are several other types of organizations that provide specialized services that complement the efforts of ad agencies. Direct$-$response agencies, sales promotion agencies, and public relations firms are important to marketers in developing and executing IMC programs globally. Additionally, collateral services such as graphic artists, talent agencies, marketing research firms, and package design firms may be needed.

The goal of this activity is to illustrate your ability to identify the role and function of various specialized and collateral services that the marketing manager often uses. The various services will need to be associated with the function performed.

Read the description of the specialized and collateral services employed by the manager and then match it to the specific service provider available as a support service.