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Brand managers often lack training and experience. The promotional strategy for a brand may be developed by a brand manager who does not really understand what advertising or sales promotion can and cannot do and how each should be used. 

Another problem is individual brand managers often end up competing for management attention, marketing dollars and other resources which can lead to unproductive rivalries and potential misapplication of funds.

Finally, brand management system has been criticized for failing to provide brand managers with authority over the functions needed to implement and control the plans they develop.

What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Full service agencies should be provided. It offers its client full range of marketing, communications and promotion services including planning, creating and producing the advertising, performing search and selecting media.

Marketing service also provided. Communicating effectively with customer and better understanding of the target audience.

2. Discuss the pros and cons of using an in-house advertising agency.

Pros for using an inhouse agency is to reduce advertising and promotion costs. Companies with very large advertising budgets pay a substantial amount to outside agencies in the form of media commissions. With an internal structure, these commissions go to in-house agency.

Companies can also maintain tighter control over the process and more easily coordinate promotions with the firm’s overall marketing program.

Cons of inhouse agency is do not always have the resources. Besides, different managers or departments need to coordinate together.

What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Reasons why companies might hire an outside agency is an outside agency will provide objectivity. The greatest combination an agency can make to its clients is the independence and objectivity of its recommendations. A qualified agency will bring different approaches and ideas with energy and passion. 

Second reason is accountability. Outside agencies know that their survival is based on the results of their labors. It is arguably the one insecurity that exists in an agency is to maintain a keen sense of competitiveness. Every agency knows that its own future with a client rides on the success of its work.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers.

Professionals with more networks are more likely to gather opinions through their online network, read blogs as early steps in the decision process. 

In addition, high levels of trust exist in information obtained from online networks.

What types of skills are needed to be successful brand manager today?

Successful brand manager needs critical thinking skill. The ability to analyze situations and determine their validity is the foundation on which modern management professionals build their careers. Critical thinking breeds creative thinking which in turn solves problems. 

Successful brand manager also needs analytic skill. They know the value of the vast amount of data available and are highly interested in what that data can reveal about consumer behavior Managers also know how to look beyond the data and pick up on trends and patterns that can lead to better, more successful marketing efforts.

What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Brand managers can be trained by talking to a customer literally. Discussing with them about social media approach. What social networks do they usually use and what would they want from social media. 

Furthermore, get geeky with analytic. Managers spend all of their time executing and little time analyzing. Make it a habit to spend more time with analytic. 

The challenge faced by companies that use the brand management system when organizing for advertising and promotion is hard to position the company brand. The marketer can’t emphasized the features of the brand and creates the unsuitable image through the advertising and promotion. Once the brand is positioning, it difficult to re-position the brand in the mind of customer. The second challenge is to build loyalty communication supporting to the brand. The marketer is not able to create a positive and unique customer experience by using the advertising and promotion. This because customer will not trust the advertising and promotion contains lack of information and untrustworthiness. The third challenge is the change of consumer behaviour and expectation. The buying behaviour of consumer is always change and can’t forecast. The advertising and promotion is hard target the customer need and setting the brand in their mind.

The solution that marketer can do is evaluate the effectiveness of the advertising and promotion. The marketer need to analysis and decide which channel is effective to promote their brand to the consumer. The effective channel can let consumer know the brand and spread the brand information to everywhere. The second solution is using the advertising agency had broad range of experience in marketing sector. They are to provide the consumer with insight to the company.

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2)

The pro of using an in-house advertising agency is cost saving. The marketer can reduce the advertising and promotion costs to the outside agencies. The outside agency is charge highly in the form of media commissions. The second pro is in-house agency easy access to top management. The in-house agency keep the closely communication to the top management by reporting the problem and getting instructions. The third pro is the stability of in-house agency provides because they are known for retaining their personnel and low turnover levels compare to outside agency with high turnover levels. The con is in-house agency is less experience. The agency may not understand the operation of company and low skilled and knowledge. The second con is less flexibility. This is because they cloud be slower and more disruptive when the company is not satisfied.

The reason company use outside agency is they are more highly skilled specialists and attract the creative talent. Besides that, they able to provide greater strategic planning capability, outside perspective customer and more creative experience compare to in-house agency. They also have different people with variety of backgrounds and ideas working on the account.

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3)

Nowadays, most the brand manager used the digital and social media to promote and advertise their brand to consumer. By using the digital and social media, the brand can easily and faster reach the consumer and they will get more know about the product. It’s hard for the brand manager which still using the traditional advertising channel. There are many other brand’s information spread faster on the online, this make the manager hard to target the market and make their competitive advantage for their own brand into the mind of consumer. The consumer will always look for new brand and change their buying behaviour to the brand after get the information from online, blog and social media.

The skill needed to be successful brand manager is project management skill. The manager should able to control the project whether simple or complex. The manager should respond quickly to social media opportunity and customer engagement. The second skill is analytical skill. The manager should have analytical mind. The best manager will know how to get the data and create the trend lead to better. The third skill is critical thinking skill. The best manager needs to stand in top of technology and how the social media, search and analytic analysis in marketing mix.

In order to make sure that manager keep up with the changes occurring in digital and social media, the company can give training to the brand manager. By training, brand manger will get more knowledge and skill to handle the market changes. Besides that, company can grow and cultivates online community.  By using this, the employee can share their information by using the web. This let the brand manger get more know expectations and needs from the community. The company must encourage and support the brand manager to do research.  This can easier brand manager to identifies new technology, social media and tools of advertise.

Companies that use the brand management system when organizing for advertising and promotion face challenges in planning, budgeting, sales, and profit performance. One of the reasons is because brand managers are often lack of proper training and experience. Some of the brand managers will develop the promotional strategy without knowing what advertising and sales promotion can and cannot do and how the promotional strategy ought to be used. Some of them even just focus on short-run planning and neglecting the long-run planning programs. 

Besides, some of the brand managers often competing for marketing dollars, and other resources which lead to misallocation of funds and resources. They will affect the budgets determination and long-run profit potential of the brands. 

Moreover, brand management system also failed to provide brand managers with authority required to implement the plans which developed by them. Some of them spend too much time on internal issues like planning and budgeting and neglecting external issues like problem solving matters.

What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Marketers can solve this problem by expanding the roles of advertising and sales promotion managers and their staffs. The staff specialists can counsel the brand managers in adverting and sales promotion decision making as well. The companies should give more authorities and control of the advertising and sales promotion decision making to the brand managers. In addition, the brand management system must change in order for the brand managers to keep abreast of the external changes occurring in the market.

2.  Discuss the pros and cons of using an in-house advertising agency.

An in-house advertising agency is an advertising agency that is set up, possessed and operated by the advertiser. A main reason in using an in-house advertising agency is to reduce the advertising and promotion costs. With the internal structure, commissions or fees go to the in-house agency instead of paying to the outside agencies. An in-house agency also able to provide related work at a lower cost than outside agencies.

In comparison, in-house advertising agency keep the marketing communications function more closely tied to the top management. Besides, in-house agency is more stable compared to external agencies due to the low turnover rate. Some of them believe that they can maintain their control over the process and more easily coordinate promotions with the company marketing programs. Bad experience working with outside agencies, time saving and increased understanding of the market also be the favorable reasons why companies prefer in-house advertising agency.

However, some of the companies dislike in-house advertising agency due to the less experience and objectivity of the in-house advertising agency. In-house personnel may become narrow or grow stale while working on the same product line which lead to less flexibility. Less access to the top creative talent is also the disadvantage of the in-house advertising agency.

What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Some of the companies might hire an outside agency instead of using an in-house agency because outside agency has more highly skilled specialists and attract the best creative talent and using an external firm gives a company more varied perspective on its advertising problems and greater flexibility. Outside agency can also provide greater strategic planning capabilities compared to in-house agency. It is because outside agency may have different people with a variety of knowledge and backgrounds working on it.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers.

Consumers are spending much time on social media like Facebook, Twitter, Youtube and so on and increasingly sharing the information about brands through social media platforms. People nowadays believe more on the technology matters and information shared online compared to what they know from the brand managers. Advertising and promotion online give more impact to people nowadays and influence their purchasing behavior. It affects the role of brand managers in organizing advertising and sales promotion strategies.

What types of skills are needed to be successful brand manager today?

Brand manager have to be more alert to communicate who you are as a brand and what your company’s brand stand through social media in a consistent and global way. Brand manager today should have critical thinking skill as they have to be able to analyze the current and long-run situation. Creative thinking is important to a successful brand manager today which in turn solves problems.

Besides, brand manager should have technical skills. With the development of science and technology, brand manager have to be aware of the technology changes which can influence the marketing and brand management. They have to know best about the technology and know the way to deliver the message to the consumers with an effective and efficient way.

What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Companies should train the managers with consumer-centric approach that encourages rapid response to align consumer and brand needs. The companies should have a training or seminar in teaching the brand managers on how to update themselves with the technology changes and use the digital and social media wisely for their advertising and sales promotion strategies. They can do research and survey from time to time so that the brand managers can up to date with the latest information as well.

There are various challenges faced by companies that use the brand management system when organizing for advertising and promotion.  Brand managers that often lack of training and experience is one of the challenges faced by companies.  A brand manager that not understand the used of brand management system when organizing for advertising and sales promotion will make thepromotional strategy of a brand failed to achieve. Brand manager also will neglect the development of long-term programs because they only focus in short -run planning program.  The another challenges is brand managers always competing for marketing dollars, management attention, and other resources which can lead to unproductive rivalries and potential misallocation of funds.  Besides that, brand managers also fail to implement and control the plans they develop because the brand management system failing provide the functions needed.

The marketers can solve the problems by expanding the responsibilities and roles of the advertising and sales promotion managers and their staff specialist. By this way, the staff specialist will give advice to the individual brand managers, and advertising or sales promotion in decision making that involves the advertising or sales promotion manager, the brand manager and marketing director.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

An in-house agency is an advertising agency that is set up, owned, and operated by the advertiser. There are pros and cons of using an in-house advertising agency. The pros of using an in-house advertising agency is to reduce the company advertising and promotion cost. If using in-house agency, the company that with very large advertising budgets pay a substantial amount to outside agencies in the form of media commissions or negotiated fees will straight away go to the in-house agency. In-house agency can also provide related work such as digital media, package design and so on at a lower cost compare to outside agency. Besides that, the in-house agency will always keep the marketing communication function more closely to top management.  The company more prefer using in –house agency because the outside agency have much higher turnover level which can take a toll on the client agency relationship compare to the stability that provided by the in-house agency, which is turnover rate of less than 5 percent. The bad experiences with outside agency and time saving also are the reason of using in-house agency.

The con of using in-house agency is the in-house personnel may become narrow or grow stale while working on the same product line. The in-house agencies also less flexibility compare to outside agencies that have greater flexibility. The in-house agencies are less in experience too because the outside agencies have more creative experience with certain media such as television.  Besides that, the in-house agencies are less access to top creative talent than outside agencies.

There are several reasons why companies might change from using an in-house agency and hire an outside agency. One of the reason are because outside agencies have more highly skilled specialists and attract the best creative talent and that using an external firm gives a company more varied perspectives on its advertising problems and greater flexibility. Outside agencies also can provide greater strategic planning capabilities, outside perspectives on customers and more creative experience with certain media such as television. An outside agency is provides an objective viewpoint of the market and its business that is not subject to internal company policies, biases or other limitations.

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Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

The technology and the emerging role of digital and social media are really impacting the role of brand managers. The role of digital and social media is become an important role in the professional lives of decision-makers as they utilize the tools and mediums before them to engage their decision making processes. Through the use of digital and social media, customers and prospects now have an almost instantaneous platform for discussion of their ideas, knowledge, and experiences. Nowadays, the younger are more prefer to read a company blog and to query the Twitter channel versus the older demographics.

Brand manager must needed to update their skills since the technology today have getting improve from the past decade. They must know how to use social media such as Facebook Twitter to creating their own pages, or by posting advertisement and videos on YouTube and other sites, search engine optimization, mobile marketing and social media campaigns. The critical thinking skill is very important to a brand manager because they need to keep change their idea to attract more people. The analytical skill also important because brand manager need to analysis the data to make sure they can get more information to create new trend.

The companies can provide the training program to train brand managers so they can keep up with the changes occurring in digital and social media. The company can invite profession to give a talk to the brand managers about the new technology. So, the brand manager can keep update their knowledge about the new technology. The companies must always encourage the brand managers to learning new technology to lead the companies getting improved.

The various challenges faced by companies that use the brand management system when organizing for advertising and promotion is engaging consumer know their brand. Some of the new companies may not develop their advertising message to the consumer. This is because it lack of attractiveness and make confuse to consumer. Moreover, consumer trust also is the challenges faced by companies during advertising and promotion. Many consumers may not believe the information from advertisement because that product which advertised is different and lack of information. For example, the product bought by the consumer is not they expected such as different on size and quality.

For these problems, the marketers can get respond through survey and research. From that survey and research, marketers can get the best response from the target market. This also can ensure the feedback are relevant and clear. On the other hand, company can get the information from advertising agencies. Advertising agencies have specialized knowledge and resources about competitors and know how should be represented in marketplace.  By this way, company not only can save time and money, but also can improve return on investment.

2.

The pro of using an in-house advertising agency is save money. Companies can reduce their marketing budget such as advertising and promotion cost by using in-house agency. An in-house agency can provide related work at lower cost than outside agencies. In addition, in-house agencies can save valuable time for company. Company does not need to spend time developing an advertising campaign for in-house agencies.  They have intimate knowledge of company business model. Besides that, in-house agencies easily access to top management. The reason is they can report directly to the company’s CEO or chief marketing officer (CMO). In-house agencies also can get the instruction directly with top management.

The con of using an in-house advertising agency is less experience. In-house agencies do not have sufficient creative idea and past multi advertising experience, so the output could be poor rather than external agencies.  Besides that, in-house agencies are limited specialist skill and knowledge about the marketplace. They are limited to the people they work with and working on the same product line. So, they are limited opportunity to learn something new and different. In addition, in-house agencies are less flexibility. In-house agencies could be slower and more disruptive if the company is not satisfied. They may become narrow or grow stale while on the same product line.

The first reason for company to hire an outside agency is because outside agency has more highly skilled specialists. Outside agency is more experience rather that in-house agency. They have better information and resources about advertising. Second, outside agency is more flexibility. Outside agency may have different people with a variety of background and idea working on the account. They can get a fresh idea from another perspective. Lastly, outside agency can discover a different marketing approach for company. They will find out which is the most benefit platforms for company. An outside agency can view the company from outsider’s perspective and offer specialized solution that suit for company.

In the twenty first century, the impact of social media on consumer is significant. It is become increasingly clear that social media have become part of consumers’ live. Majority of consumers are getting the information from digital and social media such as Facebook, e-newspaper and Groupon. So, brand manager must to keep up with technology changes by abandon using the traditional promotion channel. By this way, brand manager can promote their brand effectively and efficiency through digital and social media. The advance of technology caused many marketer markets their brand on the social media and Internet. There are many brand in the social media, this make the consumer will easily forget the brand name and manager can’t target the consumer need.

To be the Gatekeeper is one type of skills needed to be successful brand manager today. The gatekeeper can be an important source of information. For example, the gatekeeper can tell employees how the buying process works and provide information regarding new developments in the company.  A brand manager who has the gatekeeper skill may be able to make a preliminary qualification before reach the decision maker. Besides that, a successful brand manager should have problem solving skill. Problem solving skill is the ability for brand manager to solve the problems effectively and efficiently. Problem solving skill enables brand manager to analysis and identify problem and evaluate the effect of alternative solution. Moreover, brand manager should have leadership skill. This cause everyone is treated with respect, and feels involved and valued. Leadership skill can build trust between brand manager and employees. They will become more close and work hard together to achieve their goals. This can prevent the conflict issues in company.

Companies can provide online training to train brand managers so they can keep up with the changes occurring in digital and social media. Online training can let brand manager more familiar with the digital and social media. It can lead brand manager know more about company system and get the latest information on time to time. In addition, companies also can provide certification programs training for brand manager. This program is to increase professionalism for brand manager and ensure they can keep up with the changes occurring in digital and social media. Brand manager should be encouraged to earn certification in sales-related area.

Many companies use a decentralized brand management, with separate manufacturing, research development, sales, and marketing departments for various divisions, product lines, or businesses. Brand manager is responsible for planning, budgeting, sales, and profit performance. In addition, brand manager is also responsible for planning, implementation, and control of the marketing program. Under this system, brand manager have to work closely with the outside advertising agency and others marketing communications specialists in developing the promotional program. The advantages by using a decentralized brand management is the product or brand receive more concentrated managerial attention, fast respond to problems and opportunities, and also increased flexibility.

The challenge faced by companies that use decentralized brand management system is ineffective decision making due to the lacking training and experiences of brand manager. Moreover, brand manager often end up competing for management attention, marketing dollars, and other resources, which can lead to internal conflicts and misallocation of funds. Besides, this system failing to provide brand managers with authority over the function needed to implement and control the plans they develop.

The marketers should focus on external matters and creativity developing the promotional program instead of relying on this decentralized band management system because it is spending too much time on internal issues such as planning and budgeting. In addition, marketers should give division brand manager more control of the advertising and promotion for its various models.

2.)

The pros using an in-house advertising agency is to reduce advertising and promotion costs. In addition, company can more control over the process and more easily coordinate promotions with the firm’s overall marketing program. Besides, the stability an in-house agency provides and has lower turnover level. In-house agency more access to top management.

The cons of using an in-house advertising agency is they are less experience and skills, less objectivity about the product, lack of strategic planning capabilities compared to outside agencies. Moreover, they may be less flexibility with slower changes and more disruptive. On the other hand, they are less access to top creative talent.

The companies might change from using an in-house agency and hire an outside agency outside agencies if they are dissatisfied with the work being done by in-house agencies. The reason is outside agencies have more highly skilled specialists in advertising area and attract the best creative talent. Moreover, outside agencies have a greater objectivity perspective and greater flexibility because they possess a variety of backgrounds and expertise ideas to satisfy different customer needs. Many companies more focus on high-quality advertising because it is the critical to their marketing success.

3.)

The traditional brand management system is becoming increasingly out-to-date and faced changing rapidly in this advanced technological world. Brand meaning and identity nowadays is determined by consumers rather than marketers. Marketers are ineffective to handle the complex world of media fragmentation, they are failed to respond rapidly to align consumer and brand needs. Moreover, traditional brand manager spend too much time on internally focused skill set and chose to compete on short-term tactics instead of coming up with new things to promote their brand.

Brand manager should be able to encourage rapid response to align consumer and brand needs by develop a consumer-centric approach. They have to eliminate the formal annual budgeting process which including an upfront allocation of fund for specific media. Besides, they also have to connecting more creative thinking and ideas to attract more consumers through social media and digital media.

Company should focus on brand-building strategies that greater reliance on social media and digital media such as social networking system. In addition, company should always keep up-to-date with the latest information and make sure the brand managers attending the briefing of new updated.

In many organizations, marketing activities are divided along functional lines with advertising placed alongside other marketing functions such as sales, marketing research, and product planning. In the most common example of a centralized system, the advertising manager controls the entire promotions operation, including budgeting, coordinating creation and production of ads, planning media schedules, and monitoring and administering the sales promotions programs for all the company’s products or services.

In large corporations with multiple divisions and many different products, it is very difficult to manage all the advertising, promotional, and other functions through a centralized department. These types of companies generally have a decentralized system, with separate manufacturing, research and development, sales, and marketing departments for various divisions, product lines, or businesses. Many companies that use a decentralized system, such as Procter & Gamble, Unilever, and Nestlé, assign each product or brand to a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance.

Under a decentralized system, the product manager has the primary responsibility for the planning, implementation and control of marketing programs for a specific product. He or she will also be responsible for sales projections, budgeting and profit performances. An important part of the product manager’s responsibility is to work with the advertising agency and other marketing communication organizations in developing promotional plans and programs for the brand. Product managers may have input into the advertising campaign including the creative strategy, media plan and evaluation of effectiveness.

Advantages of a decentralized or brand management system include the following:

(1) the product or brand receives more concentrated managerial attention;

(2) problems and opportunities may be responded to more quickly;

(3) the product or brand has an advocate;  

(4) the system offers increased flexibility.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

An in-house agency is an advertising agency that is set up, owned, and operated by the advertiser.

The pros of using an in-house advertising agency include the following:

1) Save time and allows focus more on business since that inbound marketing involves lots of work from planning, implementation, tracking and reporting.

2) Can gain valuable insights on sights performance because interpreting analytic could be a daunting task.

3) Opportunity to also improve site's user experience. Most in-house advertising agencies provide an all-in service, and one of the services they offer along with marketing is improving site's layout to enhance user experience.

4) Hiring in-house advertising agency save costs and it lead better coordination.

The cons of using an in-house advertising agency include the following:

1) Some in-house advertising agencies that less experiences could charge hefty fees, yet offer no guarantees.

2) If didn’t done the work well thorough investigation, it might fall victim to fly-by-night agencies and those who offer their services with little to no transparency and lead less objectivity.

3) Less flexibility.

The reasons companies might change from using an in-house agency and hire an outside agency is can get more value. A major benefit to hiring an outside agency is the enormous amount of experience and resources they have. They have software expertise and licensing that providing the services of higher skilled personnel-to-cost-ratio besides lowers internal resource time and investment. 

Moreover, when hire an outside firm, company not just hiring a single graphic designer, programmer, user interface expert, brand strategist, researcher, copy writer or project manager. With an agency relationship, it can adopt an entire team that will consult with and become an extension of your company, complete with a variety of creative and analytical skill sets. This team will collaborate in bringing fresh ideas and solutions based on company’s vision and current market evaluations. An outside agency can also provide an objective viewpoint of the market and its business that is not subject to internal company policies, biases, or other limitations

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media? 

A brand manager monitors market trends and oversees advertising and marketing activities to ensure the right message is delivered for their product or service. Social media affords businesses with the opportunity to build their brand and gain customers more quickly, as well as having a greater and more personal impact than traditional branding methods.

But as with everything in business, there is a double-edged sword. The more quickly you can spread the positives about your business, the faster customers will come running. The same can happen if a dissatisfy customer uses social media to spread the word about their experience with your company, which can cause your customer base to dwindle.

The new communication tools such as blogs, Facebook and Twitter allow for creating brand visibility and awareness much faster and cost-effectively than before. In many ways, brand managers are in the business of social science. They're in a constant search for new information about customer needs. They want to create new brand experiences that will build and foster profitable customer relationships. Social media analysis is incredibly useful as a tool to that end, but it's still drastically underutilized. Through this, brand managers can also analyse social data via brand management system to help craft successful positioning strategies.

Brand Managers need to be in the know when something is going on that might affect the way their brand is perceived. If a major crisis threatens to ruin their brand’s reputation they need to decide on which steps to take and how customer service can deal with the crisis. This means they have to receive an email notification whenever needed.

Types of skills are needed to be successful brand manager today is considered part of the marketing function, and most aspiring brand managers have had some experience in advertising, promotions, or sales. However, consumer packaged goods companies are very interested in candidates who have honed their analytical and leadership skills in other disciplines, including consulting, investment banking, or strategic planning and problem solving ability.

Brand marketing managers must possess exceptional insight into industry trends, consumer demands, and the broader world of marketing. Successful brand managers are creative, analytical thinkers who can work with "big idea" people and still manage minute details. As with other marketing positions, brand managers often function within a team, and thus must be able to communicate easily and work well with others.

Company can train brand managers keep up with the changes occurring in digital and social media through attend courses that related with following:

1. Essentials of an Effective Inbound Strategy

2. Optimizing Website

3. The Fundamentals of Blogging

4. Amplifying Content with Social Media

5. Creating Content with a Purpose

6. Perfecting the Conversion Process

7. Monitoring and reporting

8. Legal implications of social media

9. Email and Affiliate Marketing Assessment

10.  Blogging on the Web Social Media Tools

Some company is not concerned in introducing products to the public. By case, the public are not aware of the product and less interested.  Moreover, the advertisement also poor and very simple because not include the benefit of product and not necessary.

2. Consumer trusted

3. Lack of training and motivation

1.  Provide training for company members.

Provide training to the marketing staff in the training, employees learn to be more confident in carrying out a task as confident in communicating.  Low confidence will cause less potential employees to improve product market.

2.  Use Inventory System

3.  Design creative advertisement

1. Reduce costs and save time.

2. strengthen customer relationships

3. difficult to improve skills

Question 2:

2. Got the teamwork thing down.

An outside agency’s well-rounded team will be able to effectively lead our company through the marketing and design process and won’t have to scramble researching for experts in each of these areas on own.

Question 3:

Recently, many people use the internet to get information. They also spend a lot of time surfing the internet to find something that can boost their confidence. Among these are always navigated by the public now is Facebook, blogger and Instagram. Therefore, particularly suitable for products using the latest technology to help them save time and cost.

1. Mentor mentee program

2. Training program

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency? An in-house advertising agency is owned and operated by its one and only client is the advertiser. Some companies will use the in-house advertising agency is want to reduce costs and maintain control. The reasons for why company use in-house agency is to reduce promotion and advertising costs. This is because the in-house agency can provide related work and lower cost than outside agency. Another pro of using an in-house agency is to maintain tighter control over the process and increased ability to coordinate marketing and promotional activities. In addition, in-house agency can also bring more stability and access to top management. The cons of using an in-house agency is the internal employees may have less experience and skills than the external counterparts because the outside agencies have more experience and skills. Internal employees may be also less objective about the product and its capabilities. However, the outside agencies can provide more strategic planning capabilities. Moreover, they may be less flexible with respect to what they are willing and able to do with the product and brands programs. The companies might change from using an in-house agency and hire an outside agency is because the outside agencies have more highly skilled specialists than the in-house agency. The in-house agencies are less experience and skills so can’t effective help the company to achieve their own goal and solve their problem. Companies often hire outside agencies as they grow and to handle their advertising. For example, best buy is the largest electronics retailer in United States, it can handled all advertising through in-house agency. In addition, the outside agencies can give more flexibility and the in-house agency could be slower.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media? In the 21th century, more and more advanced technologies are applied to replace the worker. Many people are spending their time on social media like Facebook and Youtube to getting information and sharing information. The technology and the emerging role of digital and social media become more and more important for people. It could impact the role of brand managers. By using the social media, the brand manager can more quickly to sharing their information to customer like online promotion. Customer can more easily to getting information about the brand’s information through social media. However, Brand manager can also rapidly to respond the customer. As a successful brand manager need problem-solving skills. Brand Manager may encounter problems and challenges in their work. They have to be able to think on their feet and solve the problems as soon as they happen. To do this they will need to be experts in their field and be able to remain calm and focused while they come up with solutions. Brand manager also need leadership skill. They need to be a leader involves persuading others to follow the direction what need to do. They must have reasonable expectations of their staff and are excellent persuaders. Companies can provide the technology training program to train brand managers so they can keep up with the changes occurring in digital and social media. Technology training can help the brand manager to understand the computer software and improve their skills of using computer to keep up with the changes occurring in digital and social media. There are several benefits to offering technological training to brand manager. They will be more likely to perform at higher standards, perform many different tasks, more self-confidence and develop higher skill levels.

1. One of the challenges faced by companies that use the brand management system when organizing for advertising and promotion is the impact of technological change. Brand managers are challenged to think creatively as the consumer needs and preferences might change day by day. The challenges of technological advances are include how to managing joint promotions, make sure partner do not affect their own brands, utilize skills from one product market in another, and give some managing skills practice to partner. The other challenge is the changing of consumer market. Buyers are easily influenced by increasing of competitive marketplace that might exposes them to new information and product alternatives.

Marketers should develop a reputation for innovation access to the latest technologies that is a part of brand equity and as a value to customers. Brand managers must become more sensitive to the change of consumer market. Environmental forces should be transformed into specific competitive threats and opportunities that require new and creative brand management so that consumer more prefer to adapt to it.

2. The pros of using an in-house advertising agency is could reduce advertising and promotion costs. Companies with very large budgets on advertising are better go to the in-house agency rather to outside agency. Some companies preferred in-house agency because the marketing communications function more closely tie to top management. Another reason is the stability in-house agency is provided that are known for retaining their personnel with turnover rate of less than 5%. Companies also can maintain better control over the marketing program with the increased knowledge and understanding about the market.

The cons of using an in-house advertising agency is they have less experience and skills on its advertising problems. In-house agency personnel may become narrow while working on the same product line. The agency also have less flexibility as the changes are slower and more disruptive. In-house agency also less access to top creative talent that could not give variety of perspectives on advertising problems.

Company may change from in-house to outside agency because of the highly skilled specialist and attract the best creative talent to solve its advertising problems. They also can provide better strategic planning, perspectives and creative experiences as they have different peoples and different backgrounds and ideas to work on. They also might hire outside agency based on their advertising budgets and needs increase.

3. Technology and the emerging role of digital and social media can impacting the role of brand managers by consumers share their brand stories easily and widely through social networks that gained more important voice that brand manager can no longer afford to avoid. Consumers can collect more information about a particular product on their own through the access to many sources. Then brand manager can coordinate messages through TV, radio, and social media to build a strong customer relationship and satisfy their needs. Once company have develop a new product, they must communicate the values that they received to current and even to potential consumers through social media networks,

Skills that are needed to be successful brand manager are being organized to have alert to access to all the tools used for effective brand management. Keep a close eye by constantly monitoring social media and leveraging tools like Google alerts when anyone mentions the company name, products, service, or even the leaders in organization. Knowing the latest issues within the industry is very important to take a step ahead. Alert with the latest technologies and new trends so that can be apply to the available products or services.

Company can train brand managers so they can keep up with the changes occurring in digital and social media by send them to participate the training academy such as digital marketing training. It can have great return of any investment a firm can makes because it basically changes their performance in terms of digital and social media in the company. The training also empower them to deliver smarter solutions and work more effectively to solve the digital challenge ahead.

1.  Brand management system will brings some challenges to the companies. Firstly, the brand management system usually relies on short-run planning. This is because the experience of brand managers is not enough. It would make brand managers could not plan the advertising and promotion wisely. Hence, lack of understanding brand manager make brand management system become weak.

2.   There are five pros and four cons of using in-house agency. The five advantages include cost savings, time saving, controllable, stability, and access to top management.

  Companies use in-house agency to reduce the cost. The commissions of advertising would not flow to others agencies if the companies use in-house agencies. In-house agencies not only prevent the fee flow to others agencies, this agencies also will provide relevant service to companies. For instance, package design, poster, media, and so on. Hence, in-house agencies will lower the cost of companies.

  Besides that, in-house agency can save the time of companies. This is because in-house agencies can coordinate the promotion with marketing program and plan the suitable advertising to product. It would prevent the problem that could make by agency. Thus, in-house agency can save more time than others agency.

  In-house agencies are more stable than outside agencies. This is because in-house agencies had experience in doing the advertising with companies. This agency would not make big mistake in advertising for company. Hence, the stability of in-house agency brings convenient to companies.

  Then, in-house agencies are access to top management. The advertising that does by in-house agencies must be discussed with the top management. This is because advertising can bring the image to customers. So, in-house agencies need always corporate with top management.

  The four disadvantages of in-house agencies are less creative experience, less objectives, less flexibility, and less access to top creative talent. In-house agencies are less creative experience than outside agencies. This is because in-house agencies usually do the advertising in the particular range only. So, the creativity is less in the in-house agencies.

  The objective of in-house agencies is less than outside agencies also. In-house agencies had limited experience in creativity, it means that the objective of agency also limited. It would influence the advertising of in-house agencies less flexibility and less access to top creative talent. The lesser the flexibility of agencies will cause the problem face difficult to solve.

  The reason companies maybe change from using in-house agencies to outside agency is creativity and flexibility. Companies need something new to attract the customers. The outside agencies are creative in advertising. Besides that, the flexibility of outside agencies can overcome the problem faced. Hence, companies will using outside agencies in terms of flexibility and creativity.

3.   The traditional brand manager main on internal works. For instance, planning and budgeting. They are not take part much in external works. The external works include creativity and flexibility. The changing of digital and social media is belonging external. The brand managers who does not take part in external, it would make they lack of information about the trend of people. People like to use social media to share the information. The role of brand manager not only rely in internal but also external. Brand managers must keep abreast together with the technology and social media. Nowadays, brand managers should have computers skill. They should know use the computer to online, e-mail, use the software, and so on. The companies can provide the digital product to managers and encourage they use the technology.

1.  The first challenge faced by companies that use the brand management system when organizing for advertising and promotion is the decentralized approach. It caused some of brand manager lack of training and experience. They will more focus on short term planning and neglecting the long term planning.  The brand management system will cause the lack of authority for brand managers. It also causes the ineffective decision making by brand managers.

To overcome these problems, marketers can tell the brand manager what advertising and sales promotion can do or not should be used. Besides, company can extend the roles of advertising and sales promotion for managers and the staffs.

2.   The one of the advantages of using an in-house agency is cost saving. The cost of advertising and promotion for in-house agency is lower than using outside agency. Besides, in-house agency is easier to control. All the activities and programs is under control by company and match with the marketing programs. On the other hand, the disadvantage of using an in-house agency is less experience. The in-house agency has less experience compare with the outside agency. The outside agencies have more highly skill and experience in this field. The other disadvantage is less flexibility. Since all the activities are under control by company, they will hard to access more creative talent.

The reason why companies might change from using an in-house agency and hire an outside agency is because they maybe want get more creative advertisement ideas to attract the customer. The outside agency provides more creative idea to the company. If company have the more budget in advertising and promotion, they will also more prefer to choose outside agency.

3.  Nowadays, the digital and social media play an important role in the advertising and promotion. By using these, the consumer can get the information about the product as fast as possible. 

There are two types of skills are needed to be successful brand manager today which are analytical skill and critical thinking skill. Analytical skill is how manager get the data and analysis the trend in market to be better.  The critical thinking skill is how manager stand in the top of technology and do the research and analysis in marketing mix.

Company can have the training to the brand managers so they can keep up the change occurring in digital and social media. Company can update the social media and digital approach from time to time to the brand managers.

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The various challenges faced by companies are, first, the product or brand receives more concentrated managerial attention, second, problems and opportunities may be responded to more quickly, third, the product or brand has an advocate and fourth, the system offers increased flexibility. To address these problems the product manager has the primary responsibility for the planning, implementation and control of marketing programs for a specific product. They will also be responsible for sales projections, budgeting and profit performances. An important part of the product manager’s responsibility is to work with the advertising agency and other marketing communication organizations in developing promotional plans and programs for the brand. Product managers may have input into the advertising campaign including the creative strategy, media plan and evaluation of effectiveness.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The reasons why firms use in-house agencies include cost savings, control and increased ability to coordinate marketing and promotional activities. Apart from that, negative aspects include internal employees may have less experience and inferior skills than their external counterparts, they may be less objective about the product and its capabilities and they may be less flexible with respect to what they are willing and able to do with the product and/or brands programs.

Companies change from using an in-house agency and hire an outside agency for various reasons. Many marketers feel that the use of an outside agency provides greater objectivity with respect to the advertising.  When an in-house agency is used, management may get too close to the advertising process and product and lose its objectivity when evaluating the ads.  Outside agencies can provide a more objective perspective on the market and business that is not subject to internal biases and politics. Companies often move from in-house to outside agencies as they become larger and their advertising and other marketing communication needs become greater.  Rather than continuing to expand the in-house agency, many companies will move to using an outside agency that has the various services and expertise needed by the company. The major reason why outside agencies are used is that they provide the client with the services of highly skilled individuals who are specialists in the advertising area.  Outside agencies also offer more flexibility to an advertiser as they can always switch agencies and hire a new one if they are dissatisfied with the work being done. 

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Nowadays technology are popular around the world and most of people were using technology in their daily life. The technology give positive impact to business world especially to product and services. The role of digital and social media are most important to them because it can give advantages to manager or marketer to promote their product around the world. Most people are doing their negotiation or transaction by online and so on. This is because it is much easier to communicate to others around the world. This will impact the brand managers to use the technology in their business. To become a successful brand manager they must be up to date person about the technology means that they must be knowledgeable about the latest technology or know how to use the technology. Apart from that, the brand manager must upgrade their skills and business culture so that they can easily adapt their business to other country. The companies also must do the role, for example by train the brand managers so that they can keep up with the changes occurring in digital and social media. The brand managers must become innovators so that their product will be much better than before. Besides that, beyond advertising on Facebook or Twitter, companies must using social networks to build teams that solve problems faster, share information better among their employees and partners, bring customer ideas for new product designs to market earlier, and redesign all kinds of corporate software in Facebook's easy-to-learn style. Social media has the potential to be as important to the broader economy as more obviously business-related information technologies such as mobile phones and cloud computing.

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The challenges that faced by companies that use brand management system are the brand manager lack training and experience in the brand management system, individual manager often end up competing management attention which can lead unproductive rivalries and  potential misallocation of funds and system fail to provide brand manager with authority needed to implement and control the plan they develop. Through this problem, the marketers can expand the role of advertising and promotion manager and their staff specialist. The staff specialist counsel the individual brand manager decision making to ensure the brand manager are keeping abreast of external changes occurring in the market.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The Pros of using an in house advertising agency are reduces the advertising and promotion costs. The company can reduce the budget of advertising and promotion and used the more save costs by using in house advertising agency. Besides that, in house advertising agency in house advertising agency provide related work such as production of collateral materials, public relation and package design at a lower cost outside than agency. In house agency also preferred by some companies because they keep the marketing function more closely tied to top management. In other ways, the agencies also have their cons which are less experience. The advertiser state that  the outside agency are more experience compare with in house agency that outside agency are more high skilled and attract best creative talent. In house agency, their flexibilities are low because if the company not satisfied, the change of in house agency can be slow and disruptive. The reasons that companies might change from using an in-house agency and hire an outside agency are increase effectiveness and efficiency and profits. In term of effectiveness, outside agency can provide greater strategic planning capabilities, outside perspectives on customer and more creative experience with certain media that caused the promotion and advertisement more effective and attract the customer to them. Although the cost and budget to hire outside agency are high but in side of the creativeness of advertisement and promotion that will increase the profits of companies and cover the costs make the company gain more profits.

3.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

In the traditional brand management system, the role of band manager are planning, budgeting, target marketing and looking for new ways have worked to differentiate the product they manage. Nowadays, the technology and role of digital and social media replace the role of brand manager which are promoting the company products. This is because the world of digital and social media, the consumer will determined the brand identity and meaning to the product rather than marketer. From the other side, the consumers are more preferred use the social media and application from mobile phone. In term of promoting and advertising, the brand managers have to update themselves to fulfil the customer needs. In term of skill, the brand managers have to embrace in term of adaptive brand marketing which are describe as more customer- centric approach that encourages rapid response to align consumers and brand needs since the customer determine the brand meaning and identity in the market. The company have to recognize the role of social media in their integrated marketing communication program to the brand manager. Besides that, the companies also send the brand manager to update the IT to improve the skill in online advertising and follow the newest trend of advertising and promoting strategies in the market.

Question 1 : Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The challenges faced by companies that used brand management system when organizing for advertising and promotion is the impact of technological change. Brand managers are challenged to think creatively as the consumer needs and preferences might change day by day. Other than that, the challenges that facing by companies is technological advances are include how to managing joint promotions, partner should not affect their own brands, utilize skills from one product market in another, and give some managing skills practice to partner. Other challenges is the changes of consumer market where buyers are easily influenced by increasing of competitive marketplace that might exposes them to new information and product alternatives. To solve these problem, marketers should take appropriate action where giving the division marketing directors more control of the advertising and promotion, and do not spend to much time on internal issues such as planning and budgeting. Marketers can also give enough effort to external matters or to creativity and problem solving.

Question 2 : Discuss the pros and cons of using an in-house advertising agency. What are some of the reason why companies might change from using an in-house agency and hire an outside agency?

‘In House’ means dedicating internal resources to oversee strategy and manage the day-to-day operations. The benefits of in-house management are intimate business knowledge where those who work directly for an organization have the best understanding of how the business operates. In-house employees best understand the ‘why’ behind the things that are being done and how these things can affect the paid search program. Second is sense of ownership.Employees of a company usually have a more vested interest in the outcome of things.  Their sole focus is the success of their organization.Whether the cons is untrained PPC Professionals which is more than likely, you will have to train people on PPC that don’t do this type of work for a living. They might be marketers, but not fluent in the ins and outs of PPC. There will be a learning curve and possibly expense tied to getting your team up to speed. Next is limited learning opportunities.In-house employees will often not be surrounded by other paid search professionals. In-house employees are limited to the people they work with. Of course reading blogs or watching ‘how to’ videos are helpful. This does not replace being surrounded by a team of PPC professionals with a vast array of experience and the last one is expense, if an organization decides to build an internal team, this means adding headcount and the associated financial burdens that accompany it.

Question 3 : Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

We now work in an environment where brand managers company have diminished control over the reputation of their brands, products, and services as the wisdom of crowds increasingly dictate the rules of reputation management and selling. Through the use of social media, customers and prospects now have an almost instantaneous platform for discussion of their ideas, experiences, and knowledge. Increasingly, the use of social media is playing an important role in the professional lives of decision-makers as they utilize the tools and mediums before them to engage their decision-making processes. The social nature of decision-making has increased with impressive strength, connecting generations of professionals to each other changing the dynamics of customer relationship management, marketing, and communications. Types of skills that needed for someone to be successful brand manager are have an instinctive feeling about future product concepts, have good analytical skills, be a good listener, able to respond to results and consumer research, be an excellent communicator, both verbally and in writing, be enthusiastic about their product area, be able to work well with a wide range of people from different parts of the business, be a team leader, able to inspire others, be able to manage different projects at the same time, be energetic and passionate about their product specialty, be organized and methodical, be able to work well under pressure, have good presentation skills. To train brand managers so that they can keep up with the changes occurring in digital and social media is we offer comprehensive one- to three-day workshops to teach all of these brand management skills, overall or in-depth on a particular brand management subject. They do that through conference companies in numerous countries in every region of the world. They should also being brought in to deliver this as a part of university MBA marketing programs. And, individual companies and organizations hire us to conduct these workshops for their employees such as Unilever.

1. Discuss the various challenge faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external change occurring in the market?

Challenge faced by companies that use the brand management system when organizing for advertising and promotion are designing products for global acceptance. Company need to plan globally and act locally, in which activities such as product design are conducted at a global level, but marketing and other transactional activities are customized locally. Manager must cope with cultural or language different. Marketers can do to address these problems with press for flexible product design that contains features important to all markets with option can be added to a basic design to satisfy local requirements. The second point is managing joint promotions to ensuring that” partner brand” strategies do not adversely affect their own brands. An effective performance- management system to ensure project goes longer so both companies should same performance management system.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The pros of using an in-house advertising company are familiarity which the employers know better about the company culture and value. The insiders are already up to speed on what you do and how the business works. Secondly, availability need on a last minute news release or product change on company website so there no need to schedule a meeting when resources are down to hall and approval can be in instant. Lastly, coordination needed when advertising, promotion, public relation and social media so having everything under one roof can be more efficient.

Why companies might hire an outside agency because of cost advantage, simply paying fee to an advertising agency can help your business to avoid costs associated with adding an entire department to operations not to mention the logistic cost of developing advertisement in-house. Secondly, professional experience because ad agencies always hired the best of the best, and their skills honed further by focused on developing and maintaining advertising campaign for a wide range of clients. The third point would be industry insiders. Established agencies already have many industry contact and relationship to pull from when putting advertising campaign into action. Lastly, strategic control that advertising agencies have will always typically consults frequently throughout the campaign development process to ensure that company satisfied with campaign from start to finish.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand manager. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Technology and the emerging role of digital and social media are impacting the role of brand manager by encourages honesty. Manager has to make sure every message that gets out is in line with the brand promise. Secondly, brand manager have to gain the trust of opinion leaders and leverage the power of word of mouth marketing. The effectiveness of the thirty second commercial has been replaced by referrals and information sharing as a more personal way to build credibility.

Types of skills are needed to be successful brand manager today are need to be organized and goal oriented. Especially when done in business of any size they need to have order. Second, they love analytics, numbers and measurement. If pay attention to numbers they get better result need to be skilled analytics tools. Third, they constantly think outside the box. They need to show creativity and unique thinking every time, in fact the best one not the one that tells them exactly what to do next. Lastly, company look for leadership, problem solving ability, and teamwork.

Companies can train brand managers so they can keep up with the changes occurring in digital and social media by employee advocacy and social media training. There are the best social marketers out there. Employee advocacy can help generate brand awareness, new engagement and new sales and enables them to quickly and easily share brand-approved content.

The challenges faced by companies that use the brand management system when organizing for advertising and promotion is has been criticized for failing to provide brand managers with authority over the functions needed to implement and control the plans they develop. Some of company already dealt this problem by expanding the roles and responsibilities of the advertising and sales promotion managers and their staff of specialists. Furthermore, the traditional brand management system is critics argue that brand managers spend too much time on internal issues such as planning and budgeting and do not devote enough effort to external matters or to creativity and problem solving. 

2.Discuss the pros and cons of using an in-house agency and hire an outside agency?

The pros of using an in-house agency is that you have to direct access to them at all times, which does allow better day-to-day integration into your marketing program as a whole. They can interface directly with digital and offline media projects, which is highly advantageous in instances when those internal teams need to collaborate closely on a larger marketing goal for the entire business. It can reduce advertising and promotion costs. There also provide related work such as production of collateral materials, digital media, package design and public relations at a lower cost than outside agencies. Moreover, external agencies have much higher turnover levels which can take a toll on the client-agency relationship. In house agency employee are advertiser recruited and they are controlled by the company's rules and easily could work for over time to create advertisement and there is scope to be trained up on this job for the future requirement.

 Whereas the weakness are the in house agency address will have to be different than the mother company's but this can be resolved by renting a post office box for the ad agency and using home or office address for the other. For banking prospect, company have to open a separate checking account under the agency name because all advertising payments will be issued thru the agency, and probably be required to register the agency as a new business.

 External agencies are those which are not in-house operated by the advertiser.The benefits of hire an outside agency, they can provide access to these resources more cheaply or for short term requirements, they provide an independent view of your product, they may have better information on demographic across a broader region of the country or internationally, they can normally buy advertising at rates lower than individual companies can, they give you someone to sue if it is screwed up. For the communication prospect, the right agency can give the target and how to best communicate the the product's benefits to market. They know the challenges and the opportunities by using the experience while the disadvantage of economic prospect is ad agencies are too expense/investment. Besides that, the heavy payment that an advertising agency charges from the organizations is another matter of concern.

3.Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media

Technology and the emerging role of digital and social media has impacting the role of brand managers such as in decision making. The manager's decision making has increased with impressive strength, changing the dynamic customer relationship management, marketing and communications forever. It is also high levels of trust exist in formation obtained from online networks. Professional networks and business focused online communities are becoming the new strategic mandate. Knowing what customers want and understanding their current and future needs is paramount to increasing revenue and exceeding customer expectations.

hey have excellent interview skills. This is because insourcing is such a big deal these days, subject matter experts are spread out all over companies, big and small. A great content marketing manager understands how to sit down with these people (and vendors as well) and ask the right questions to stimulate content that teaches, helps, and informs readers.

Customer engagement will occur in more ways, and competing for their attention will mean delivering the services and information they want, through user-friendly apps and relationship building tools. It is suggest that brand managers be renamed brand advocates recommend restructuring their role to better accommodate real-time digital world.

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market? 

Brand management system also can be defined as the decentralized system. Decentralized system usually used in large corporation with multiple divisions and many different products, it is the system which separate all the department based on the various divisions. In this system, there also having some challenges to the company. 

Firstly, the brand manager often lack training and experiences. The promotional strategy for a brand may be developed by a brand manager who does not really understand what advertising or sales promotion can and cannot do and how each should be used. Next, the company will facing that the brand manager often competing for management attention, marketing dollars and other resources, which can lead to unproductive rivalries and potential misallocation of funds. The manager’s persuasiveness may become bigger factor in determining budget than the long-run profit potential of the brands. Besides that, the brand management system failed to provide brand manager with authority over the functions need to implement and control the plan they develop. Some companies have dealt with this problem by expanding the roles and responsibilities of the advertising and sales promotion managers and their staff of specialists. 

The marketers can do the some ways to address these problem. It included expanding the roles of advertising and sales promotion managers and their staffs. The staff specialists counsel the brand manager in the advertising or sales promotion decision making involves the advertising and sales promotion manager. The brand manager also need to more pay attention on the external matters, not only in the internal matters. The company also should give the authority to the brand manager, so that they can do their task more efficiently.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

In- house agency is the agency that is set up, owned, and operated by the advertiser. The company will choose the in-house agency due to its can be form easily in the company by their own. It help to reduce the cost of the company in the management. They can also maintain the greater control over agency activities. This is because the in-house agencies is built from their company itself and they are the person who more understanding the management of the company and what the company really want and need.  Besides that, the advertising and promotion costs can be reduce by using the in-house agencies.

Next, the company using in-house agency because the stability of them. In-house agency is more stable compared to external agencies due to the low turnover rate. Some of them believe that they can maintain their control over the process and more easily coordinate promotions with the company marketing programs. Bad experience working with outside agencies, time saving and increased understanding of the market also be the favorable reasons why companies prefer in-house advertising agency.

However, some of the companies dislike in-house advertising agency due to the less experience and objectivity of the in-house advertising agency. In-house personnel may become narrow or grow stale while working on the same product line which lead to less flexibility. Less access to the top creative talent is also the disadvantage of the in-house advertising agency.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

The technology and the emerging role of digital and social media are impacting the role of the brand manager. The customer spending too much time in the social media to sharing the information about the brands. They more believe and rely on the technology and social media. Hence, the role of the brand manager always been influenced in the organizing the advertising and promotional strategy.

The skill that the brand manager should be needed are the decision making skill. The brand manager should have the decision making skill to make the decision more wisely and correctly. Besides that, the technical skill is important to brand manager due to the development of the technology today. They need to have more technical skill to overcome the problem that the customer meet and fulfills the customer need and wants.

The company can do the training program to brand manager, so they can keep up with the changes occurring in digital and social media. The training included the technical improvement, social skills management, and the others training that related to the role of the brand manager. So that, they can enhance their own role in the markets.

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion.

The various challenges faced by companies that use brand management system when organizing for advertising and promotion are sales promotion, package design, merchandising, event marketing and sponsorship. The brand manager need to make sure that the sales promotion is being done properly so that they can introduce the product’s brand to consumers. If the consumer did not aware about the certain brand, they will not know the existence of the brand. Consumer nowadays really concern about the product’s brand. They will purchase some product the product is branded. The brand managers also have to make sure that the package design is being design according the brand. Consumer nowadays is very choosey. The brand managers also faced some challenge where they need to consider the event marketing. They need to think what the best event to promote or introduce some product’s brand to the target market. They have to organize the event that match really well with the brand. Brand management also need to think about the sponsorship. When they sponsor some event, the brand that represents them can be notice by people.

2.  What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The brand manager can improve their promotion skill. They also need to consider about the external changes occurring in the market. They can’t just simply do the advertising and promotion without looking the changes occur in the market. The brand managers also need to consider what kind of marketing event that they want to organize. If they just make the marketing event then they just waste money and time and they need to carefully choose the sponsorship.

3.  Discuss the pros and cons of using an in-house advertising agency.

An in-house advertising agency is an agency responsible within the advertiser’s organization for all advertising activities. An in-house advertising agency simply means placing own ads for them self rather than paying an outside agency for commission. One of the pro of using an in-house advertising agency is from the employee prospects. In- house agency employee are advertiser recruited and they are controlled by the company’s rule and easily could work for over time to create advertisement and there is scope to be trained up on this job for future requirement. The other pros are the product knowledge prospect. In-house advertising agency are known fully understand the product value or the customers as well as the company rules that take things out of control such as delivery schedule, importance and company’s competition. The cons of using an in-house advertising agency are from the establishing prospect and correspondence prospect. From the establishing prospect, the negative side to this operation involves the initial cost of establishing the new agency, which is very difficult, but it might considered time-consuming. From the correspondence prospect, the in-house agency address will have to be different than the mother’s company, but this can be resolved by renting the post office box for the ad agency and using home or office address for the other.

4.  What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The reason why companies might change from using an in-house agency and hire an outside agency is because of the people. Advertising agencies attract highly competitive, ambitious, entrepreneurial people who are creative in their approach in solving problems. Good creative people thrive on working on variety account assignments. Next reason is the objectivity. An outside agency will provide objectivity. A qualified agency will bring different approaches and ideas with energy and passion. An outside agency has learned to say “no” to clients often saving them from costly marketing mistake. Other than that, accountability is one of the reasons. An outside agency knows that their survival is based on the results of their labors. Every agency knows that its own future with a client rides on the success of its work.

5.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers.

They now have stay current with the technology and social networks in order to keep up with their competitors. Social media can increase the sales. For example, create social media account and build a good relationship with followers. For example, twitter. 67% of twitter users are more likely to buy brands that they follow and 79% of twitter users are more likely to recommend brands that they follow. 40% of businesses around the world have acquired new customers through social media.

6.  What types of skills are needed to be successful brand manager today?

The type of skills are needed to be successful brand manager are critical thinking, project management, analytical skills, holistic approach and technical skills.

7.  What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

The companies can train the brand managers to get used to social media. Most of the people nowadays like to purchase brands from social media. This is because the customers want an easy way to purchase some brand. By creating a social media account like facebook, twitter and instagram, customer can easily search for the brand. The companies also can ask the brand manager to do research about the benefits of using social media for business.

1)  The various challenge faced by companies by using brand management system is brand infringement, occurred when a company created a brand name that closely resembled a popular or successful brand, such as Coca Cola and Cola Siti in Malaysia. It is makes people confused to buy the product because the name of brand is close with the competitors and people will feel tricked by a company. To solve this problem, the best ways is company must change their product brand to keep the competition from being able to use the name.

2)  By using In-House advertising is lower cost and retains better control of the message, which can be aligned with the brand and other company communications its consistent brand message. Some managers conclude the types of advertising give a better understanding of the firm’s product and mission and more quickly produce advertisements. While external advertisement agencies often reduces costs when compared to less efficient in-house facilities. This occurs when in-house employees spend more time on campaigns and ad designs that would an agency. The agency provides greater expertise and may have access to top talent in the industry. Advertising agencies offer an outside perspective not influenced by internal corporate politics and personal biases. Agency professionals often have a better understanding of consumers and trends, because they work with a number of clients over an array of products. Often knowledge gained from one product can be transferred to other, even unrelated product.

3)  Emergence of role of digital and social media such as Facebook and Youtube cause people easy to get information and fast over time about any product. In addition, members of social media increase time to time increase word-of-mouth on people. It makes managers easier to introduce the product and reduces the cost at the same time. There are two skills needed to successful brand management that is problem solving skills and critical thinking skills. Problem solving skill is needed to be success brand management. It used to find solution efficient and effectively for any problem that brand faced. Critical thinking also important in decision making. It also for find a new ideas over time. To train brand managers for being successful, training program is a best solution. It is to practice them to solve problem of brand and create a creative and innovative ideas.

1.Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Brand management is the process of maintaining, improving, and upholding a brand so that the name is associated with positive results . The challenges is when the brand managers should produce a good quality of an advertising for do promotion. It may cause the company spent more money for it if the first advertising or promotion are failed.  So, they should to know how to attract people to know what they try to tell in advertising and promotion and create a good brand name and easy to remember.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?.

  The pros of using an in-house advertising could help company to save their costs. Its means the marketer are having to pay premium for the skills and expertise of specialists to work exclusively on company marketing campaigns. Besides that, you are still in control where in-house advertising agency only execute marketing campaigns that are right for your business and that you have been made aware of. The cons of using an in-house advertising agency is some of that charge higher fees, yet offer no guarantees. The reason is the company will increase their profit and an effectiveness and efficiency. It is because an outside agency can provide greater strategic planning.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

  Technology and social media will help to increase the sales such as create a social media account that have more opportunity to get the new customer and maintaining the relationship with customer. It also will cut the cost of advertising. To be a successful brand manager, they should to have critical thinking on how to attract the customer and maintain them to use our product or services. They also should be a creative person on how to tell customer about their product via social media with simple information but interesting.

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?  

Advantages of a decentralized or brand management system are the product or brand receives more concentrated managerial attention, problems and opportunities may be responded to more quickly, the product or brand has an advocate and lastly the system offers increased flexibility. Under a decentralized system, the product manager has the primary responsibility for the planning, implementation and control of marketing programs for a specific product. The product manager will also be responsible for sales projections, budgeting and profit performances. An important part of the product managers responsibility is to work with the advertising agency and other marketing communication organizations in developing promotional plans and programs for the brand. Product managers may have input into the advertising campaign including the creative strategy, media plan and evaluation of effectiveness.

Some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market may review and evaluate the various parts of the program and advise and consult with the brand managers. This person may have the authority to override the brand mangers decision on advertising. In some multiproduct firms that spend a lot on advertising, the brand manager may coordinate the work of various agencies to obtain media discounts for the firm large volume of media purchases.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

‘In House’ means dedicating internal resources to oversee strategy and manage the day-to-day operations. Pros of using an in-house advertising agencies are intimate business knowledge and sense of ownership. Firstly, intimate business knowledge. Those who work directly for an organization have the best understanding of how the business operates. In-house employee best understand the ‘why’ behind the things that are being done and how these things can affect the paid search program. Sense of ownership, employees of a company usually have a more vested interest in the outcome of things.  Their sole focus is the success of their organization.

Cons of using an in-house advertising agencies are untrained professionals, limited learning opportunities and expenses. Firstly, untrained professionals. More than likely, you will have to train people that do not do this type of work for a living. They might be marketers but not fluent in the ins and outs of company. There will be a learning curve and possibly expense tied to getting team up to speed. Limited learning opportunities, in-house employees will often not be surrounded by other paid search professionals. In-house employees are limited to the people they work with. Of course reading blogs or watching ‘how to’ videos are helpful. This does not replace being surrounded by a team of professionals with a vast array of experience. Lastly, expenses. If an organization decides to build an internal team, this means adding headcount and the associated financial burdens that accompany it.

This are some reason why companies might change from using an in-house agency and hire an outside agency there are collective knowledge, cost and access to the additional resources. Firstly, Collective Knowledge. Staff is immersed in the best practices of pay-per-click advertising and is usually fully certified in search, display, and analytics. Agencies are also able to dedicate more time and resources to an account. The ability of an agency to always put fresh eyes on an account is something that can not be done with limited in-house staff. Cost, in many instances hiring an agency is cheaper than increasing headcount within an organization. Agencies often charge a percentage of advertising spend or a flat monthly fee. Lastly, Access to additional resources. Agencies tend to build strong relationships with the large advertising platforms. Agencies can consult their Google or Bing teams for advice on how to handle key aspects of an account. Agencies often gain access to insights that are simply not shared directly with advertisers.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

This radical change has created a dilemma for senior executives while the potential of social media seems immense, the inherent risks create uncertainty and unease. By nature unbridled, these new communications media can let internal and privileged information suddenly go public virally. What more, there a mismatch between the logic of participatory media and the still-reigning 20th-century model of management and organizations with its emphasis on linear processes and control. Social media encourages horizontal collaboration and unscripted conversations that travel in random paths across management hierarchies. It thereby short-circuits established power dynamics and traditional lines of communication.

We believe that capitalizing on the transformational power of social media while mitigating its risks calls for a new type of leader. The dynamics of social media amplify the need for qualities that have long been a staple of effective leadership, such as strategic creativity, authentic communication, and the ability to deal with a corporation’s social and political dynamics and to design an agile and responsive organization. Social media also adds new dimensions to these traits. For example, it requires the ability to create compelling, engaging multimedia content. Leaders need to excel at cocreation and collaboration that are currencies of the social-media world. Executives must understand the nature of different social-media tools and the unruly forces they can unleash.

Equally important, there an organizational dimension that are the leaders must cultivate a new, technologically linked social infrastructure that by design promotes constant interaction across physical and geographical boundaries, as well as self-organized discourse and exchange. We call this interplay of leadership skills and related organizational-design principles organizational media literacy.

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EXERCISE CHAPTER 3

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The challenges that faced by companies that use brand management system are the brand manager lack training and experience in the brand management, individual manager often end up competing management attention which can lead unproductive rivalries and potential misallocation of funds and system fail to provide brand manager with authority needed to implement and control the plan they develop. Through this problem, the marketers can expand the role of advertising and promotion manager and their staff specialist. The staff specialist counsel the individual brand manager decision making to ensure the brand manager are keeping abreast of external changes occurring in the market.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Pros

-Cost savings

- More control on activities and costs

- Increased coordination

Explanations: For companies creating their own in-house advertising agencies, the major consideration is to decrease advertising and other promotional costs by exercising greater control over their activities. Another pros using an in house agencies is gaining increased and very useful knowledge and understanding of the market by working on advertising and other promotions for company product or services, and time savings. According to Bruce Horovitz, some companies use an in-house advertising agency simply because of their belief that they can do a better job than an outside agency could.

Cons

-Less experience

- Less objectivity

- Less flexibility

Explanations: In house agency efforts cannot match the exposure, experience and objectivity of outside ads agencies, and also the range of services provided.  The in-house agency personnel may have narrow perspective and may become stale because of working on the same products or services. Changes in an In-house agency can be accomplished rather slowly and could prove to be more disruptive.

The reasons companies might change from using an in-house agency and hire an outside agency is can get more value. A major benefit to hiring an outside agency is can get more value. A major benefit to hiring an outside agency is the enormous amount of experience and resources they have. They have software expertise and licensing that providing the services of higher skilled personnel to cost ratio besides lower internal resource time and investment.

3.Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Brand management system is becoming increasingly out of fate in today’s world of digital media where branding meaning and identity is increasingly being determined by customers rather than marketers. Brand manager needed to embrace what they term adaptive brand marketing, which they describe as a more consumer-centric approach that encourages rapid response to align consumer and brand needs.

Brand managers suggested to be renamed brand “advocates” and recommended restructuring their role to better accommodate the real-time digital world. They also advocated the elimination of the formal annual budgeting process which generally includes an up-front allocation of funds for specific media, in favour of more frequently updated and spontaneous plan that can be adapted as conditions change.

Brand manager must needed to updated their skills since the technology today have getting improve from the past decade. They must know how to use social media such as Facebook Twitter to creating their own pages, or by posting advertisement and videos on YouTube and other sites, search engine optimization, mobile marketing and social media campaigns. The critical thinking skill is very important to a brand manager because they need to keep change their idea to attract more people. The analytical skill also important because brand manager need to analysis the data to make sure they can get more information to create new trend.

The companies can provide the training program to train brand managers so they can keep up with the changes occurring in digital and social media. The company can invite profession to give a talk to the brand managers about the new technology. So, the brand manager can keep updated their knowledge about the new technology. The companies must always encourage the brand managers to learning new technology to lead the companies getting improved.

Brand manager should be like an over protective and be the gatekeeper. Creating and monitoring the communications that will bolster the brand’s reputation and always seeking new ways to get the message out will exponentially increase a brand manager’s value.

There are some drawbacks to the decentralized approach. Brand managers often lack training and experience. The promotional strategy for a brand may be developed by a brand manager who does not really understand what advertising or sales promotion can and cannot do and how each should be used. Brand managers may focus too much on short-run planning and administrative tasks, neglecting the development of long-term programs. Another problem is that individual brand managers often end up competing for management attention, marketing dollars, and other resources, which can lead tproductive rivalries and potential allocations of funds. The manager’s persuasiveness may become a bigger factor in determining budgets than the long-run profit potential of the brands.

Finally, the brand management system has been criticized for failing to provide brand managers with authority over the functions needed to implement and control the plans they develop. Some companies have dealt with this problem by expanding the roles and responsibilities of the advertising and sales promotion managers and their staff of specialists. The staff specialists counsel the individual brand managers, and advertising or sales promotion decision making involves the advertising and/or sales promotion manager, the brand manager, and the marketing director. For example, General Motors, which is the largest advertiser in the United States, decided to drop its brand management system and give division marketing directors more control of the advertising and promotion for its various models. The traditional brand management system has come under attack recently as critics argue that brand managers spend too much time on internal issues such as planning and budgeting and do not devote enough effort to external matters or to creativity and problem solving. It has also been argued that this system is becoming increasingly outdate in the rapidly changing world of digital media as is discussed in IMC Technology

2. Discuss the pros and cons of using in house advertising agency.

Advantages of an in-house advertising

Familiarity Who knows you better than your employees? Insiders are already up to speed on what you do and how the business works. They are also tuned into the company culture and values.

Investment Employees have a vested interest in the success of the business. Loyalty and personal pride are added factors that work in your favor.

Availability Need a last-minute news release or a product change on your website? There’s no need to schedule a meeting or conference call when your resources are down the hall, and approvals can be instantaneous.

Coordination When you need to coordinate advertising, public relations, social media, traditional media, and promotions, having everything under one roof can be more efficient than dealing with several outside companies.

Disadvantages of an in- house advertising

Cost Before you assume it’s less expensive to have in-house advertising, consider the expenses of adding full-time employees including benefits, space, and other overhead costs.

Limited capabilities will the size of your team limit your capabilities? Can you afford to hire enough people to create your ads, handle public relations, and keep your website and social media up to date? Beware of how much multitasking you expect of employees.

What are some of the reasons why companies might change from using an in – house agency and hire an outside agency?

Convenience

Having an in-house agency may reduce communications time and mistakes. Everyone has the same information in less time while also speaking the same corporate language, and perhaps projects may even get processed faster with a higher quality of information. Convenience also comes in the form of the fact that the staff is there for you and you alone. On the other hand, speaking the same language may not be such a benefit. Frequently, in-house agencies have trouble seeing their product from different vantage points. Companies sell to other companies with varying cultures and languages themselves. Outside agencies can create language that is effectively targeted – and communicate it to you instantly via today’s electronic tools.

They’ve got the teamwork thing down

When you hire an outside firm, you’re not just hiring a single graphic designer, programmer, user interface expert, brand strategist, researcher, and copywriter or project manager. With an agency relationship, you are adopting an entire team that will consult with you and become an extension of your company, complete with a variety of creative and analytical skill sets. This team will collaborate with you in bringing fresh ideas and solutions based on your vision and current market evaluations. They know what to do and they do it well. An outside agency’s well-rounded team will be able to effectively lead your company through the marketing and design process and you won’t have to scramble researching for experts in each of these areas on your own.

Controlling your advertising

With an in-house agency there is certainly 100% control. The face-to-face proximity to your staff may be an advantage, as well as having the ability to replace employees as needed.Responding to market and customer needs is literally just around the office corner, and you can update schedules and shift priorities rapidly. Your advertising staff can focus on your products only – resulting in strong product knowledge and equity among your team. You can watch your ideas come to fruition.

3. Discuss how technology and the emerging role of digital and social media impacting the role of brands manager.

At the present time, many people have used the new technology to be introduced in social media such as Facebook, Instagram and YouTube. Using social media channels make more people discover new brands quickly. This can help brand managers in carrying out their duties. Advertising and online marketing to increase customer demand, as more people choose to use online purchases rather go to the shop. In some multi product firms that spend a lot on advertising, the advertising manager may coordinate the work of the various agencies to obtain media discounts for the firm’s large volume of media purchases. In addition, when an advertisement can be made properly by using good technology can make people attracted to the advertising and thus increase customer purchases. This  also can make a brand manager in marketing doing a better organization in marketing .

What types are skills needed to be successful brand manager today?

1. Critical Thinking

In a 2010 survey by the American Management Association (AMA), a majority of executives responded that they need employees with solid critical thinking skills, but the current pool of workers has not sufficiently developed them. Critical thinking, or the ability to analyse situations or statements and determine their validity, is the foundation on which modern management professionals build their careers. Critical thinking breeds creative thinking, which in turn solves problems. This is exactly what employers need from managers.

2. Project Management

In business today, you don’t have to hold the title of project manager  to be one. Projects can be simple or complex, short- or long-term, but in marketing, they are increasingly happening in quick response to social media opportunities and customer engagement. Future marketing managers will need to sharpen their project management skills in order to lead their teams and accomplish their objectives.

3. Analytical Skills

Successful marketing manager have analytical minds. They know the value of the vast amount of data available today, and are highly interested in what that data can reveal about consumer behavior, efficacy of various marketing approaches and more. The best managers also know how to look beyond the data and pick up on trends and patterns that can lead to better, more successful marketing efforts.

4. Holistic Approach

Future managers will approach marketing by thinking in terms of integrated, interconnected systems, and how they affect each other. From trade show displays to twitter feeds, it’s vitally important to see how the relationships between all parts of the marketing plan work, and to manage them effectively.

What can companies do to train brand managers so they can keep up with the changes occurring in the digital and social media? 

1. Get Geeky With Analytics

Most social media managers and strategists spend all of their time executing and little time analysing. Most reports that I’ve seen are very surface level and don’t really dig into what worked and why. The best way to get better results is to know what is working and why. Make it a habit to spend more time with analytics. Create a scheduled time in your calendar for at least a half-day every month to step back and review your successes and failures, and take a look at how other businesses are getting results.

2. Talk to a Customer (Literally) Every Month

Every month, find ONE CUSTOMER and talk to them about your social media approach. What social networks do they use? Why? What would they want from you on social media? Companies invest so much money in surveys (and annoy their customers) when a few conversations could be 10 times more insightful.

3. Stop Doing the Things That Aren’t Working

Earlier this year I read a post about a business that stopped using Facebook. Despite having tens of thousands of fans, they deleted their Facebook page. Prior to deleting it they hired an expert, tried a number of different things, but ultimately they just weren’t getting results. Don’t be afraid to stop doing something that isn’t working.

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1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion.

There are various challenges faced by companies that use the brand management system when organizing for advertising and promotion. Brand managers that often lack of training and experience is one of the challenges faced by companies.  A brand manager that not understand the used of brand management system when organizing for advertising and sales promotion will make the promotional strategy of a brand failed to achieve. Brand manager also will neglect the development of long-term programs because they only focus in short -run planning program.  The another challenges is brand managers always competing for marketing dollars, management attention, and other resources which can lead to unproductive rivalries and potential misallocation of funds.  Besides that, brand managers also fail to implement and control the plans they develop because the brand management system failing provide the functions needed.

What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Marketers can solve this problem by expanding the roles of advertising and sales promotion managers and their staffs. The staff specialists can counsel the brand managers in adverting and sales promotion decision making as well. The companies should give more authorities and control of the advertising and sales promotion decision making to the brand managers. In addition, the brand management system must change in order for the brand managers to keep abreast of the external changes occurring in the market.

2. Discuss the pros and cons of using an in-house advertising agency.

The pro of using an in-house advertising agency is cost saving. The marketer can reduce the advertising and promotion costs to the outside agencies. The outside agency is charge highly in the form of media commissions. The second pro is in-house agency easy access to top management. The in-house agency keep the closely communication to the top management by reporting the problem and getting instructions. The third pro is the stability of in-house agency provides because they are known for retaining their personnel and low turnover levels compare to outside agency with high turnover levels. The con is in-house agency is less experience. The agency may not understand the operation of company and low skilled and knowledge. The second con is less flexibility. This is because they cloud be slower and more disruptive when the company is not satisfied.

The reason company use outside agency is they are more highly skilled specialists and attract the creative talent. Besides that, they able to provide greater strategic planning capability, outside perspective customer and more creative experience compare to in-house agency. They also have different people with variety of backgrounds and ideas working on the account.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. Professionals with more networks are more likely to gather opinions through their online network, read blogs as early steps in the decision process. In addition, high levels of trust exist in information obtained from online networks. What types of skills are needed to be successful brand manager today?

Technology and the emerging role of digital and social media can impacting the role of brand managers by consumers share their brand stories easily and widely through social networks that gained more important voice that brand manager can no longer afford to avoid. Consumers can collect more information about a particular product of their own through the access to many sources. Then brand manager can coordinate messages through TV, radio, and social media to build a strong customer relationship and satisfy their needs. Once companies have developed a new product, they must communicate the values that they received to current and even to potential consumers through social media networks.

Skills that are needed to be successful brand manager are being organized to have alert to access to all the tools used for effective brand management. Keep a close eye by constantly monitoring social media and leveraging tools like Google alerts when anyone mentions the company name, products, service, or even the leaders in organization. Knowing the latest issues within the industry is very important to take a step ahead. Alert with the latest technologies and new trends so that can be apply to the available products or services.

Company can train brand managers so they can keep up with the changes occurring in digital and social media by send them to participate the training academy such as digital marketing training. It can have great return of any investment a firm can makes because it basically changes their performance in terms of digital and social media in the company. The training also empowered them to deliver smarter solutions and work more effectively to solve the digital challenge ahead.

Over the years with the changes in communication, publishing and electronic media, the advertising and promotion of brands also have to change and keep up with the new trends. Traditional mass advertising of brands is no longer predominant. The concept of personalized and customized advertising to the target customers is in. On one hand, the consumer segment has become highly fragmented that the brand communication reach out to the consumers at an individual and customized manner. On the other hand, the consumer behavior and expectations also have changed. Consumers expect much more from the brand than ever before. Consumers today are very demanding in terms of their expectations of the product as well as of the brand reputation, image and value. The well informed customers of today, having access to electronic media like to ask for more information, compare with competition and arrive at their decision based on rationalization. The brand communication has to take into account the change in consumer’s buying process and position the brand image as well as the communication accordingly to the individual customers.

Social Media networks provide an interactive platform for the brand managers and consumers to interact with one another. The social media networks are participant driven and the consumers have access to a larger audience to discuss, share, question and voice their opinions. Thus this media provides an exciting as well as challenging platform for brand managers to position their brands, to engage the consumers to get to know the brand, to get the already consumers to influence the others positively and build loyal communities supporting the brand.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

i) Collective Knowledge: Staff is immersed in the best practices of pay-per-click advertising and is usually fully certified in search, display, and analytics. Agencies are also able to dedicate more time and resources to an account. The ability of an agency to always put fresh eyes on an account is something that can’t be done with limited in-house staff.

ii) Cost: In many instances, hiring an agency is cheaper than increasing headcount within an organization. Agencies often charge a percentage of advertising spend or a flat monthly fee.

iii) Access to Additional Resources: Agencies tend to build strong relationships with the large advertising platforms. Agencies can consult their Google or Bing teams for advice on how to handle key aspects of an account. Agencies often gain access to insights that are simply not shared directly with advertisers.

i) Emotional Connection: Agencies have large rosters of clients and account managers are routinely reassigned from one account to another. This means there’s a chance account managers will not have the same emotional connection to your account as someone who works directly for your organization.

ii)  Communication: There will be a lot more work needed on the client’s part to communicate their needs and wants. There will also be a learning curve while the agency gets up to speed on the ins and outs of your paid search account. Be prepared to put in this work and never assume an agency understands completely what’s expected of them.

iii) Understanding of Your Business: Agencies will not have the intimate knowledge of your business model. They are working without access to proprietary data unless the organization provides access to it and trains them how to interpret the data. This is something that in-house managers do not have to worry about.

i) Get more value. Consider the tremendous amount of thought, research and time that goes into the rebranding, positioning and design process. If assign an employee to this task, that person will need to pause their routine workload and learn the many facets of brand marketing, positioning, graphic design, social media strategy, digital strategy, email campaigns, copywriting, ad placement, storyboarding, video production and more. Not only staff not getting their traditional job done, but what they will produce may not even be professional enough. Don’t lower standards in hopes of saving a few dollars today. Marketing agencies devote most of their waking hours to successful marketing partnerships. Find a fitting agency who can work within your budget to help you make a significant splash.

ii) Got the teamwork thing down. When hire an outside firm, it’s not just hiring a single graphic designer, programmer, user interface expert, brand strategist, researcher, copywriter or project manager. With an agency relationship, it is adopting an entire team that will consult and become an extension of company, complete with a variety of creative and analytical skill sets. This team will collaborate in bringing fresh ideas and solutions based on your vision and current market evaluations. They know what to do and they do it well. An outside agency’s well-rounded team will be able to effectively lead company through the marketing and design process and won’t have to scramble researching for experts in each of these areas on own.

iii) They can objectively help define messaging. Sometimes it’s hard to see the forest for the trees. When so close to managing the ins and outs of business operations, it can be a strain to ask the critical questions and gain a clear understanding of audience’s needs. Who are key audiences? Is it clear to each audience what solutions you bring to the table for them? Why should they trust and engage with your company? Working with an outside agency is a great way to balance company ideas with a dose of outside perspective and assure the best possible position for company’s growth.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Brand managers have to stay with current technology and social networks in order to keep up with their competitors. Brand managers can increase sales through the social media with create social media accounts (fb, twitter, Instagram and etc) for the company/store. Then, in order to build relationships with followers, brand managers have to give various types discounts to the followers. Then, the followers will multiply and giving the business a bigger reach and also the ability to handle good/bad word of mouth in real time. In a nutshell, the social media has the ability to increase sales.

Types of skills are needed to be successful brand manager today are have an instinctive feeling about future product concepts, have good analytical skills, be a good listener, able to respond to results and consumer research, be an excellent communicator, both verbally and in writing, and be enthusiastic about their product area.

Companies do to train brand managers so they can keep up with the changes occurring in digital and social media with adapting the change. Digital is the new medium of human communication. Not just for people in general, but also for small and medium businesses in Adelaide and across Australia whose success could depend mostly on building long-term relationship with customers and amplifying brand voice through electronic word of mouth advocacy via social media marketing. As human communication evolves, so are social media marketing and digital marketing, and it’s poised to continue to trend. Next, using the right tools. Most experienced social media managers use online tools and content calendars to ensure that your social media accounts are running smoothly, and, more importantly, in a time-efficient manner. From scheduling platforms to PPC to content creation, allow social media manager to take things up a notch. Besides that, predicting the future, when think about digital marketing and social media, it is tend to immediately focus on certain platforms like Twitter and Facebook. While these tools have been around for more than a decade, their own evolution is a mirror of the wider changes in the marketing landscape.

The challenges by companies is consumers nowadays really concern with the

product brand. consumer nowadays is very closer.  the brand manager often lack training and experiences. The promotional strategy for a brand may be developed by a brand manager who does not really understand what advertising or sales promotion can and cannot do and how each should be used. the others challenges that facing by companies is technological advances are include how to managing joint promotions, partner should not affect their own brands, utilize skills from one product market in another, and give some managing skills practice to partner.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

An in-house advertising agency is owned and operated by its one and only

client is the advertiser. Some companies will use the in-house advertising agency is want to reduce costs and maintain control. The reasons for why company use in-house agency is to reduce promotion and advertising costs. This is because the in-house agency can provide related work and lower cost than outside agency. The company also will be able to save their time and allows them to be more focus for their company. The situation also still in control and the workers of the company also will be have an opportunity in getting more experience in the in-house advertising agency.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Because it is not only a rapidly growing force in the current marketing playing field, it is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether. While older generations will no doubt lament the demise of paper-based newspapers, books, communication methods and traditional TV and radio broadcasts, those who have grown up with the internet and mobile phones as a right are already embracing the brave new world of digital consumption.

ANITA SIAU ANAK KEMARAU BB13110028

Chapter 3

1.Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Brand management system is a set of any systems, organizational structure, or culture of a firm supporting brand building activities. It also defines as the system in analyzing and creating how to make the brand sustain and memorable in consumer’s mind. The challenge faced by company is brand infringement. Some company follow other’s competitors in producing the product in order to gain more customers. The company may not copy exactly their competitors but they may copy in terms of the shape, colour and so forth. For example is the Coca Cola and Cola Siti which is almost the same product. Thus, the company have to differentiate their brand with others so that customers able to recognize the right product that they used to buy. Besides that, the technology change is another challenge faced by company. As the technology keeps changing from time to time, brand manager have to be more alert so that their company not lag behind other companies. By learning new technology, it might help the company to reduce the production cost which will help company to increase their sales.  

2.Dscuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

In-house advertising agency means that the internal resources will oversee strategy and manage the day-to-day operations. By using in-house advertising agency, the internal resource such as employees is more familiar with the company as compared to the outsiders. Insiders are already up to speed on what you do and how the business works. Those who work directly for an organization have the best understanding of how the business operates. In-house employees have the best understand the ‘why’ behind the things that are being done and how these things can affect the paid search program. Another benefit is to cut the cost. By having inside agency, the companies will not have to hire outside agency which is more costly. They are assumed to be more costly because they have done many researches and also have many certificates in the industry they are involved in. On the other hand, the internal resources have the limited capability. The multitasking tasks that given to them may produce the poor result as the employees may feel tired. They have to handle many things such as handle public relations, and keep your website and social media up to date and it is really tiring. However, some company change from using an in-house agency and hire an outside agency because of the expertise. Agencies have a leg up by being out in the marketplace and in touch with a rapidly changing business environment. Part of an advertising agency’s success is tied to how well they keep up with business trends and how effectively they can leverage them for their clients. It is their business to know what works best in the marketplace. Besides, outside advertiser good in terms of the perspective. An agency typically works with more than one type of business. Having a wider variety of experiences gives them a large strategies and resources to draw from. An agency helps company in avoiding getting tunnel vision from focusing only on your company or industry.

3.Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market? 2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency? 3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

1.The challenges faced are the challenge in planning, budgeting and profit performance.The reason of this challenge is because the brand manages often lack of proper training and experience such develops promotional strategy without knowing the suitable advertising which can and not should to do. They also tend to using short-run planning. Brand managers also spend too much time on internal issues such focus on planning and budgeting and less care about the external issue like problem solving. The companies also failed to provide the brand managers with authority required to implement the plans which developed with them. The less power to control cause a slow progress for the plan.

Marketers can solve this problem by expanding the role of advertising and sales promotion managers and their staff. The companies also should give more authorities and control of the advertising and sales promotion making decision to the brand managers.

2.In-house agency is advertising agency that is set up, owns, and operated by the advertiser. The first pro of using in-house advertising agency is the intimate business knowledge which is the worker inside the company more expert and understands how the business operates. Second pro of in-house advertising agency is sense of ownership which the employees of a company interest in success of their organization.

The cons of in-house advertising agency untrained for professional. This will make the company to train the worker to become a professional. Secondly is expenses because if the organization decides to build an internal team, this means adding headcount and the associated financial burdens that accompany it. Thirdly is a limited learning opportunity, in-house employees will often not being surrounded by other paid search professional. In –house employees are limited to the people their work with.

There a few reason why companies might changes to hire an outside agency. Firstly is the cost because hiring an agency is cheaper than increasing headcount within an organization. Secondly is access to additional resources, agencies tend to build strong relationships with the large advertisement platform. Agencies also often gain access to insight that are simply not shared directly with advertisers. Thirdly is collective knowledge, agency able to dedicate more time and resources to an account. They also always updated with the new information.

3. The technology always changing because many new developments happen and create many type of social media. Social media like Facebook, Tweeter and many more make the role of brand managers become more challenging because the customer nowadays are full of information. This make the brand managers have to update themselves to fulfil the customer needs. Advertising and promotional online also give impact to people and their purchasing behaviour that cause the brand manager to revaluate their strategies and plan.

The skill needed to become a successful brand manager today is having critical thinking skill. This is important because they should able to analyse the current situation and doing planning that can make them create a long-term planning about the company future. This also will make them a problem solver to solve the problem they face in market. Brand manager also should alert to communicate which is can update their company stand though the social media that most popular used nowadays. The customer will know about the company and what their provide to the customers. Creative thinking also important skill that required because the brand manager should think a way to attract customer to see the advertisement and make a purchase. The most important also is technical skills, which the brand manager should adopted with the technology change and able to use right channel to approach the customer.

The companies should train the brand managers with consumer-centric approach that encourage rapid response to align consumer and brand needs. The company also should do research and survey from time to time to help the brand mangers up to date with the latest information that very crucial to make a plan. The brand manager should have training such teaching them to update themselves with the new technology.

CHAPTER 3

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion.

What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The brand management system is more flexible and make easier when it need to adjust various of aspect of the advertisement and promotional program. However, it also had various challenge faced by companies when using this system.

Firstly, brand manager often lack training and experience. It is because sometimes the promotional strategy that develop by brand manager who does not really understand what advertising or sales promotion can or cannot do.

Secondly, the brand manager may focus too much on the short-run planning and administrative task and also neglecting the development of long term program. It may because the brand manager spend too much time on internal issues such as planning and budgeting but not really care in problem solving issues.

Thirdly, the brand manager may often end up in competing for the management attention, marketing dollar and other resources which may lead to unproductive rivalries and potential misallocation of funds. It may because the manager persuasiveness may become a bigger factor that determine the budget than the long run profit potential of the brands.

Finally, other challenge using this brand management system is the brand manager fail to get the authority over the functions needed to implement and control the plans they had develop. That is why some companies have dealt with this problem by expanding the role and responsibilities of the advertising and sales promotion managers.

The brand manager can solve this problems in keeping abreast of external changes occurring in the market by having persist and evolve throughout the 20^th century and get into the new millennium. Beside that, brand manager also need to focus their effort on areas such as planning, budgeting, target marketing and looking for ways to differentiate the products that they had manage. In addition, brand manager can keep abreast the external changes by remain relevant and restructuring their role to better  accommodate  the real-time in digital world.

2. Discuss the pros and cons of using an in-house advertising agency.

What are some of the reasons why companies might change from using an in house agency and hire an outside agency?

In-house advertising agency  is an advertising agency that is set up, owned, and operated by the advertiser. There had many pros and cons in using this an in-house agency. 

The first pros are to reduce the advertising and promotion costs. It is because if the company handle of their own advertisement correspondence, its well worth to the company to save a ton of money. With the internal structure, the commission or fees will go to the in-house agency and company may save on the commission due the agency from the media by paying net rates. Secondly, in-house agency  is good in keeping marketing communications function more closely tied to the top management. This pros can be prove from the study of Forrester Research that a 60 percent of the in-house advertising agency had giving report directly to the company’s CEO. In-house agency may respond to market and customer needs that is literally just around the office corner, and can give update schedules and shift priorities rapidly. It also may reduce communications time and mistakes because sometime everyone has the same information in less time while speaking in the same corporate language. Thirdly is because in-house agency may had better job than an outside agency could. This is because some companies believe that in-house agency have more knowledge about the market and competitors as well as better understanding of the intricacies and complexities of their business. . It also perhaps projects may even get processed faster with a higher quality of information because of the same background between of company and in-house agency.

However, it also had the disadvantage in using this in-house agency such less experience, less flexibility and less objectively. In-house advertising agency may become narrow or grow stale while working on the same product line but this kind style work does not giving outside experience to know more problems solving for clients that come from different various of industries, region and cultures.  This will be the challenged to in-house agency if they can not match the sum of those experience. In addition, in-house agency may less flexibility because having trouble seeing their product from different vantage point. Beside, it will be slower and more destructive to the company if they want to change the in-house advertising agency. Lastly, the cons using the in-house agency is less objectively because this agency are difficult in making different approaches. It because, in-house agency are lack in outside perspective of customers and not creative with certain media.

There are some reason why the companies might change from using an in-house agency to outside agency. The first reason might because, the outside agency may had great skilled in providing client service and also have specific knowledge that can give more varied perspective on its advertising problems to the company. Second, the outside agencies may provide the greater strategic planning capabilities and can diverse team filled with experts in their fields. They also are up on the latest trends in the marketplace and have the talent to deliver programs that are fresh, on target, and successful. Lastly, the reason might be because the outside agency can provide an objective view point of market and its business that is not subject to internal company policies an limitations.

3.Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? 

What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media

The role of brand manager become increasing out-of-date in digital media because of consumers are more looking for social media rather than marketers. This impact had make the brand marketing organization are ill equipped to handle the complex world of media fragmentation. The pace of change and fragmentation in industry also sometimes make overwhelm even the savviest and experienced of the brand manager.

A brand managers are concerned with creating a lasting impression among consumers and improving product sales and market share. There also need a skills to making a successful brand manager such having an instinctive feeling about future product concept and having a good analytic skills. In addition, brand manager need  a skill that are always stay organized. This skill can make an easy access to all the tools that used for effective brand management. It also can help the brand manager stay current with the software and services powerful brands that are using to manage their brands.  Beside, the brand manager also need to be more prominent and central role so the brand advocates should shifts their emphasis from long-term external partnership with advertising  agencies to alliances with media and other content creator that can shift more rapidly. This why, sometime brand manager need a several skill that is important for their benefit not today but also to the future.

Companies can train the brand manager to more become frequently updated and spontaneous plans that can be adapted as condition changes. Keep knowing what had happening within the industry is important to brand manager. It because the world is keep change spotting new trends to implement into brand strategies that can help grow a company’s reach and reputation. Beside, brand manager need to more consumer-centric approach that can be encourages rapid response to align consumer and brand needs. Within that, the brain manager can be more prominent and central role so the brand advocates should shifts their emphasis from long-term external partnership with advertising  agencies to alliances with media and other content creator that can shift more rapidly.

The various challenges faced by companies that use the brand management system when organizing for advertising is, company need to change the way business a conducted. With change in communication, publishing and electronic media, the advertising and promotion of brands too have had to change and keep up with the new trends. Traditional mass advertising of brands is no longer prevalent.

 On the other hand, the consumer behaviour and expectations too have changed. Consumers expect much more from the brand than ever before. Consumers today are very demanding in terms of their expectations of the product as well as of the brand reputation, image and value and etc. The well informed customers of today, having access to electronic media like to ask for more information, compare with competition and arrive at their decision based on rationalization. So that the things that managers need to do is, the brand communication that they use has to take into account the change in consumer’s buying process and position the brand image as well as the communication accordingly to the individual customers. 

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The pros of using an in-house advertising agency is firstly, cost saving which means is to reduce for advertising and promotion cost such as, media commissions or negotiated fees. Secondly, more control. An in-house agency it can provide related work such as production of collateral materials, digital media, and package design. Thirdly, provide stability. This is because external agencies have much higher turnover levels which can take a toll on the client-agency relationship.

The cons of using an in-house advertising are, less experience. They give the advertiser neither the experiences. Secondly is less objectivity. This is because outside agencies have more highly skilled specialists and attract the best creative talent. Thirdly is, less flexibility. Using an external firm gives a company a more varied perspective on advertising problem and greater flexibility, whereas changes in an in-house agency could be slower and more disruptive.

The reasons why companies might change from using an in-house agency and hire an outside agency is, because they need for a “fresh look” and objectivity as the reason, noting the management get also close to the product to come with different ideas. For example companies it is Rockport and Redken Laboratories. They have moved their in-house work to outside outside agencies in recent year. Second reason is, by using an outside agency it can help to achieve aggressive growth goals and better position. For example Best Buy which is the largest electronics retailer in the United States, the company as a trusted retailer in the complex and competitive technology marketplace.

3. Discuss how technology and the emerging role digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand managers today? What can companies to do train brand managers so they can keep up with the changes occurring in digital and social media?

With the rapid growth of the internet, technology and the emerging role digital and social media are had impacting the role of brand managers. This is because, a new type of specialized marketing communication organization has evolved it is the interactive agency. The types of skills are needed to be successful brand managers it is content marketing. Content is the foundation for all marketing. So that, companies need to train brand manager apply content marketing. Brand manager need to use images, blog posts, infographics, free e-books and the list goes on. Content marketing’s benefits when done well are increased engagement, improved SEO and leads and sales. The other skill is social media marketing. It is complex and brand manager need to understand the various social networks and social media marketing tools that allow them to leverage their efforts. Questions need to be asked. Then there is the range of tactics to achieve the right goals. After that, brand manager need to design the creative and the content for those.

Chapter 3

Discuss the various challenge faced by companies that use the brand management system organization for advertising and promotion. What are the thing that marketer can do to address these problem and ensure that their brand manager are keeping abreast Of external change occurring in the market?

Brand manager responsible for the total management of the brand including planning, budgeting, sales and profit performance.

There are many challenge faced by companies that used the brand management system organization for advertising and promotion. First, planning and budgeting. The advertising department is responsible for developing advertising and promotions program based on the overall marketing plan, objective and budget. Formal plan are submitted annually or when a program is being change significantly, as when a new campaign is developed. While the advertising department develop the promotion budget, the final decision on all allocating funds is usually made by the top management.

Next, administration and execution. The manager must organize the advertising department and supervise and control its activities. The manager also supervise the execution of the plan by subordinate and advertising agencies. This require working with such departments as production, media, art, copy, digital and sale promotion. If an outside agency used, the advertising department is relieved of much of the executional responsibility. However, its must review and approve agency plan.

Furthermore, the challenge are coordination with other department. The manger must coordinate the advertising department activities with those of other departments particularly those involving other market function. For example, the advertising department must communicated with the marketing research and sales to determine which product feature are important to customer and should be emphasized in the company communication.

After that, coordination with outside agencies and service many companies have an advertising department but still use many outside service. For example, companies may develop their advertising program in house while employing media buying service to place their ads or use collateral services agencies to develop brochures, point purchase material and so on.

Problem are inherent in a centralized operation. First it is difficult for the advertising department to understand the overall marketing strategy for the brand. The department may also be slow in responding to specific needs and problems of a product or brand. As a companies become larger and develop or acquire new  products, brands, or even decisions, the centralized system my become impractical.

Discus the pros and con of using an in the house advertising agency. What are some of the reason why companies might change from using an in house agency and hire an outside agency?

Prop refer to contend that past problem are being solved and the various individual in the agencies and subsidiaries are learning to work together to deliver a consistent message to the clients customer. They argue that maintaining control of the entire promotion process achieve greater synergy among each of the communication program elements. They also noted that it is more convenient for the client to coordinate all its marketing efforts. An agency with integrated marketing capabilities can create a single image for the product or services and address everyone, from wholesaler to consumers, with one voice.

The creative specialist in many agencies resisted becoming involved in sale promotion or direct marketing. They preferred  to concentrate on developing  magazine ads television commercial rather than designing coupon or direct mail pieces.

An in house agency is an advertising agency that is set up, owned, and operate by the advertiser. Some in house agencies are little more than advertising department, but in other companies they are given a separate identity and are responsible for the expenditure a large sum of the advertising dollar. The reason  company might change from using an in house agency and hire an outside agency because an in house agency have a disadvantage like  less experience, less objective, less flexibility and less access to top creative talent.In this case, they just do the job without any innovation and just move on with the goal that they have set. In objective, they just have maybe one or  two only objective like just focus to making profit increase in the company and make sure the customer come back to their agencies.

Discuss how technology and emerging role of digital and social are impacting the role of brand manager. Why type of skill are need to be successful brand manager today? What can companies do to train brand manager so they can keep up with the change occurring in digital and social media?

Many marketer using the digital agencies that specialized in the development and strategies use of the various digital marketing tools such as website for the internet, banner ads, mobile marketing and social campaign. They recognize that the development of successful interactive marketing program requires expertise in digital technology as well as areas such as creative website design, database marketing, digital media and customer relationship management. While many agencies have developing interactive capabilities, a number of marketer are turning to more specialized interactive agencies to develop website and more interactive media. They feel these companies have more expertise in designing and developing website as well as managing and supporting them.

The reason of type of skill are need to be successful brand manager today because many agencies have had very long lasting relationship with their clients. So, the specialized skill that they must have to make sure they didn’t lose their consumer about their companies.

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

 2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

1.  Discussthe various challenges faced by the companies that use the brand managementsystem when organizing for advertising and promotion. What are the some ofthings that marketers can do to address these problems and ensure that theirbrand managers are keeping abreast of external changes occurring in the market?

Everyonein a modern world is influenced to some degree by advertising and promotion.The changes are coming from all sides, clients demanding better the productresult from their advertising and promotional dollars. Some brand managers cando to keeping abreast of external changes: Redefiningthe role and nature advertising, brand managers changing the way theycommunicate with consumers. They know brand promoted in traditional ways often failed. Customer who no longer respond to traditional form of advertising way technologies advertising and promotion. Allocate their promotional dollars, spending on sales promotion targeted by brand manager continue to rise. In general as part of marketing mix and notes to all marketing mix communicate such as brands name, packaging, pricing and the way the product distributed. The information revolution is exposing consumers to all types of communication and brand managers need to better understand this process. The internet revolution is well under way and the online audience is growing rapidly, brand managers have acquired or become affiliated to the customer with sales promotion. It becomes larger and more powerful to shift money from advertising budgets to sales promotion.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Amain reason to use in-house agency is to reduce advertising and promotions cost. There are some pros and cons of using in-house advertising agency. The pros using in-house advertising is cost advantages the company will reduce the cost by using staff from insider and a greater control. They associated with financial to build up advertising. So, they can control their own costs that give benefit to organization. Intimate business knowledge, worker those who work directly for an organization have the better understanding of how the business operates. By understanding the operation of business they have great ideas to implemented advertising and promotion. Besides that, employees understand why behind the things that are being done and how these things can effect the paid programs. Helps save time it allows employees to focus more on business. For instance, in-house advertising agency involves in-store displays, promotions, and other marketing materials. It allows them to focus on that side of work and save time. Instead the pros using in-house advertising is a limited learning opportunities because in -house employees will often not be surrounded by other paid search professionals. In-house employees are limited to the people they work with. They can get less experience and ideas to design the advertising.

The reason company hire outside agency because to cut costs if they do not have a strong in-house capabilities. They will use outside agency to help setting out to build advertising that can steep overhead costs. Particularly during these tough times could unnecessarily using organization resources. Moreover, to tap their expertise agencies company can have high technologies with a rapidly changing business environment with the new technologies and expertise employees as well as innovation within their own marketing departments.

3.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Communication help business growth and proper, creates relationship and strengthens the effectiveness of organizations. Technologies, such as internet, mobile phones, social media and customer relationship greatly affect the way organization communicate to prospective customer as well. Once companies developed the product and services they must communicate the value and benefits of the offering current and potential customer. Brand managers is considered part of the marketing function and most aspiring brand managers have had some experience in advertising, promotions and sales. Brand manager must have analytical and leadership skills, problem solving ability, teamwork and creativity. Brand managers delivering consistent information about a brand or an organization to help established it in the minds of consumer and potential consumers across the target market. Coordinates their message to build the brand and develop strong relationships while also helping customers satisfy their needs.

The various challenges faced by companies that use the brand management system when organizing for advertising and promotion is when the price of competitor product cheaper than company product. As we know customer usually prefer the cheap price of the product during the purchase. Sometimes when the company uses the brand management system there are many aspect that the company need to look for example the tangible elements of brand management to perceive the customer in the market. Customers are always comparing the company’s products with the products of competitors to compare products which can satisfy them. So the company must be effective to choose the best alternative when use the brand management system to advertise and promote their product.

The things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market is always focus of the customers need and want. Customers usually buy the product that meet their needs and wants for satisfaction and thus benefit and value on products purchased. In addition, marketers should be always looking of the competitor’s product to compare and improve their product also create relationships with customers to show customer loyalty in making repeated purchases of these products.

2.Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Some of the pros of using an in-house advertising agency are consistency and transparency. An in-house process allows producing, validating and managing the predictive marketing response models at the heart of marketing mix analytic s. In-house advertising agency allow organization to increase and maintaining long-term brand and product knowledge and then in-house data mart can evolve over time to incorporate new, valuable data sources and it can readily serve mix-modeling needs as well as ad-hoc analytic s and business intelligence reporting.

The cons of using an in-house advertising agency is an upfront investment in technology and data infrastructure will be required if resources are not ready available. You will also have to pay for the time your staff spends planning and building the in-house capability. The problem for the in-house advertising agency also for the hiring because finding team members with the right skills can be challenging and expensive as the demand for top-notch analytic talent increases. And with such a hot analytic marketplace, you need to invest long-term incentive structures to retain best talent.

The reasons why companies might change from using an in-house agency and hire an outside agency because they can hit a home run. An outside agency will take their experiences across multiple industries and successfully apply the best idea to your brand. You also can get the teamwork thing down. With an agency relationship, you are adopting an entire team that will consult with you and become an extension of company, complete with a variety of creative and analytical skill sets.

3.Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Technologies such as the internet, mobile phone, social media and customer relationship management systems greatly affect the way companies communicate with prospective customers. Many consumers and business professionals seek information and connect with other people and businesses from their computers and phones. With access to many sources of information and an interest in interactive media, consumers may collect more product information on their own. Work environments are also changing with more people having virtual offices, texting on their cell phones or communicating through media social such as Facebook and twitter. As the media landscape changes, the money that organizations spend on different types of communication will change as well. Once companies have developed products and services, they must communicate the values and benefits of the offerings to current and potential customers.

The types of skills are needed to be successful brand manager today is critical thinking. Critical thinking or the ability to analyze situations or statements and determine their validity is the foundation on which modern management professionals build their career.  Critical thinking breed’s creative thinking which turn is solves problems. Technical skills also the types of needed to be successful brand manager because technology will continue to advance and closely influence how marketing is accomplished, it will always be important for marketing managers to be tech savvy.

The companies should do more advertising and promotion in digital and social media such as Facebook and Twitter to give more information about their product and then promote the product to target customer.

Chapter 3

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are the some of that the marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Answer

The large corporation with multiple divisions and many different product, it is very difficult to manage all the advertising, promotion, and other function through a centralized department. These types of companies general have a decentralized system, with separate manufacturing, research and development, sales, and marketing for various divisions, product lines, or business. Advertising and promotions are transferred to the brand manager and works closely with the outside advertising agency and other marketing communications specialists as they develop the promotion program. The multiproduct firm, each brand may have its own ad agency and may compete against other brands within the company, not just against outside competitors. The advertising department is part of marketing services and provides support for the brand managers. The role of marketing services is to assists the brand managers in planning and coordinating the integrated marketing communication program. The brand managers may work with sales promotion people to develop budgets, define strategies, and implement tactical execution for both trade and consumer promotion. 

2. Discuss the pros and cons of using

an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Answer 

The company effort to reduce costs and maintain greater control over agency activities. Beside the advertising agencies is internally. In house agency is an advertising agency that is set up, owned, and operated by the advertiser. Other company separate identity and are responsible for the expenditure of large sums of advertising dollars.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be a successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Answer

The brand management system has persist and involve throughout 20^th century and into the new millennium. The most of time period brand managers have focus their effort on area such as planning, budgeting, target marketing, and looking for way to differentiated the product manage. The chief marketing officers, brand managers, and other in charge of brand building in companies recognize that the role of social media in IMC program is increase. Consumer are spending a significant amount of the time on social media and the increase learning and sharing information about brand through social media platform such as Facebook, You Tube, Twitter, and Pinterest, long with many other sites.  

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Advantages of a decentralized or brand management include the following the product or brand receives more concentrated managerial attention. Secondly, problems and opportunities may be responded more quickly. Thirdly, the product has an advocate and lastly the system offers increase flexibility. Under decentralized system, the product manager has the primary responsibility for the planning, implementation, and control of the marketing program. She or he responsible for sales projections, budgeting and profit performance. An important part of the product manager’s responsibility is to work with the advertising agency and other marketing communication organization in developing promotional plans and programs for the brand. Product manager may have input into the advertising campaign including the creative strategy, media plan and evaluation of effectiveness. 

There are, some drawbacks to the decentralized approach as brand manager may lack training and experience. The promotional strategy for a brand may be developed by a brand manager who does not really understand what advertising or sales promotion can and cannot do and how each should be used. Brand managers may focus too much on short run planning and administrative tasks, neglecting the development of long term programs.  Other than that the individual brand managers often end up competing for management attention, marketing dollars and other resources which can lead to unproductive rivalries and potential location of funds. Moreover, brand management system has been criticized for failing to provide brand managers with authority over the functions needed to implement and control the plans they develop.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reason why companies might change from using an in-house agency and hire an outside agency ?

Some of the reasons why firms use in-house agencies include costs saving, maintain greater control over agency activities and increase ability to coordinate marketing and promotional activities. Another reason is the stability an in-house agency provides because external agencies have much higher turnover levels which can take a toll on client-agency relationship. However, some companies might change from using an in-house agency and hire an outside agency. The reason is from in-house agencies less experience and inferior skills than their external counterparts. They argue that outside agencies have more highly skilled specialist also attract the best creative talent. 

Besides that, they may be less flexible with respect to what they are willing and able to do with the product or brands programs. From the outside agency was needed to help achieve its aggressive growth goals and better position the company as a trusted retailer in the complex and competitive technology marketplace. Other than that, a major reason for using an in-house agency is to reduce advertising and promotion costs. Companies with very large advertising budgets pay a substantial amount to outside agencies in the form of media comision or negotiated fees.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Brand managers now they have to stay current with technology and social networks in order to keep up with their competitors. Brand manager who is responsible for the total management of the brand, including planning, budgeting, sales and profit performance. Some brand managers not sure if social media is right for our business. There’s one reason major reason why brand manager should consider it increased sales like create media accounts such as twitter, facebook, youtube and so on. The responsibilities and function associated with advertising and promotions are transferred to the brand manager, who works closely with the outside advertising agency and other marketing communications specialists as they develop the promotional program. From the skills like create media social can build relationships with followers for example followers go to facebook for 25% off coupon. The skills can get more followers and others followers also will promote the information to their partners. That’s why followers cal multiply.

The business can give bigger reach and the ability to handle good or bad word of mouth on real time. From percentage we can see 67% of twitter users are more likely to buy brands that they follow, 79% of twitter users are more likely to recommend brands they follow while 40% of businesses around the world have acquired new customers through social media. Social media has the ability to increase sales. Reason for using social media are drive traffic to one’s site, communicate with customer and gain brand exposure. The most important benefit these marketers believe they drive from the use of social media is increase exposure. Interestingly, although brnad manager strongly believe that social media are a necessary component in their marketing programs, they still feel uncertain as to how use these media tactically and how to measure their effectiveness. 

Chapter 3

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Brand management is as difficult as ever. It decreased effectiveness of traditional marketing tools and emergence of new marketing tools. It complex brand and product portfolios it will increase the competition and savvy consumers.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The pros in using in-house advertising are intimate business knowledge. Those who works directly for an organization have the best understanding on how the business operates. In house employees best understanding the why behind the things that are being done and how these thing can affect the paid search program. Secondly, sense of ownership. Employees of a company usually have a more vested interest in the  outcome of things. Their sole focus is the success of their organization.

The cons in using in-house advertising are untrained PPS professionals. More than likely,  need to train people on PPC that don’t do this type of works for a living. They might be marketers, but not fluent in this ins and outs of PPC. There will be a learning curve and possibly expense tied getting your team up to speed. Secondly, limited learning opportunities. In house employees will often not be surrounded by other paid search professionals. In house employees are limited to the people they work with. Of coursing reading blogs or watching ‘how to’ videos are helpful. This does not replacing being surrounded by a team of PPC professionals with a vast array of experience. Thirdly,  expense. If an organisation decide to build an internal team, this means adding headcount and the associated financial burdens that accompany it.

The reason are, they can hit a home run. Secondly, you’ll get more value. Thirdly, they’ve got the teamwork thing down. Lastly, they can objectively help define your messaging.

3.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

There are many impact of technology and the emerging role of digital and social media to brand managers. Firstly, it can ensure the long lasting of relationship between consumers and brand manager. Secondly, survey respondents found that customers experience as the single most exciting marketing opportunity. Thirdly, brand managers have been proven to know how to make an effective decision by technology and social media.

There are few skills of the successful brand manager. Firstly, have a strong voice. Secondly, be a gatekeeper. Thirdly, stay organized. Next, be in the know. Lastly, stay ahead of the pack.

Companies can let their brand manager to attend the seminar or talk about how important the technology, digital and social media in their field. Secondly, allow the brand managers to catch up with the technology without having to force them to focus only their work at the work time. Lastly, keep updating what the new technology that been used by other companies to able for them to compete with the others.

2.In house agency means advertising agency that is set up, owned, and operated by the advertiser. The pros of using in-house agency  consists of cost savings,  more  controllable, increased coordination, more stability and lastly access to top management. In-house agency is very cost  saving because the agency  can handle  functions  such as collateral development and video production. When a company is needed to  coordinate advertising, and promotions, an in-house  agency can having  everything in  the house can be more efficient than dealing with several outside companies. Thus  this can increased the stability of the image company.

The cons of in-house agency  are less experience,  less objectivity, less flexibility  and less access to top creative talent. In-house agency  don’t has many  experience since the agent doesn’t work outside to undergo how to interact with other company. In-house  agency also less  objectivity because the main  objective  for  the agent is to maximize the profit of a company.they don’t have other objective  except this.

Reasons some of the companies might change from in-house agency to outside  agency are to cut costs. If an in-house agency does not has strong in-house capability,  the company will build one  from scratch could stop overhead costs that can  waste  company’s resources. Many marketers will say that their interactions with outside agencies are the most fun part of their work day. The chance for outside agency to work  with an award-winning creative director is an  exciting one for many. Lastly,  the  outside agency can objectively help define company’s messaging. This is because working with an outside agency can balance the company ideas with outside perspective and assure the best possible position for company’s growth.

3.An organization or a company can coordinate their messages by building the brand and develop strong relationships with customer by using integrate marketing channel .this can help the company’s customers to satisfy their needs.With access to many sources of information and an interest in interactive media, consumers may collect more  product information on their own.  Technology is developed nowadays,  so the  branding manager can easily upload the advertisement in website. Customers can  find the information about the company or products produced by searching in Google or the company’s website.this is the most convenience way to let the customer to  search the information. Technology and social media relatively is a low cost to  implement and the ability to bypass traditional media outlets for advertising and  promotional needs. The skills that are needed by brand manager nowadays is listen to what the brand needs. The manager needs always update the needs of customers and insufficient of the product. This can fulfill the customers need and encourage  customers become loyal consumer to the brand product.

Brands management begins with having a thorough knowledge of the term brand. it includes defining the brand , positioning the brand, and delivering the brand. Brand management is creating and sustaining the brand. Branding makes the customer committed to your business. A strong brand differentiates your product from the competitors, and gives quality image for the business. The first challenge is the changing in the environment or relevant external pressure.  Second, and the most top challenge is the lack of consistent theoretical grounding to be actually give a brand manager a handle on the things he operating. Third is the brand manager often lack of training and experiences. This will bring problem in promotional strategy effectiveness. For the marketers, to address these problem they can by expanding their roles and responsibility of the advertising and sales promotion. The marketers must be always aware of the environment changes and use it to develop promotional strategy. The brands managers should also pay more attention to both external and internal matters.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies  might change from using in-house agency and hire on outside agency.

The benefits of in hose management includes intimate business knowledge. Those who work directly for an organization have the best understanding of hoe business operates. In-house employees best understand the reason behind the things that are being done and how these can affect the paid search program. Besides, employees of a company usually have more vested interest in the outcome of the things. Their sole focus is the success of the organization. But untrained PPC professional will have you to train the people on that didn't specialized in this type of work. They might be marketers, but not fluent in PPC. They will be a learning curve and possibly expense tied to getting team up to speed. The downside is also in-house employees will not often surrounded by other paid search professionals. In-house employees are limited to the people they work with. Then at last, if an organization decides to build an internal team, this means adding headcount and the associated financial burdens that accompany it.  These are the reasons why companies  might change from using in-house agency and hire on outside agency.

3.  Discuss How technology and the emerging role of digital and social media are impacting the roles of brand managers. What types of skills are needed to be successful brands managers today? What can companies do to train brand managers so they can keep up with the changes in digital and social media.

The emerging of digital and social media and technology has greatly affect modern marketing. With higher customer expectation and an explosion in engagement devices and channels, marketers today are faced with sprawling matrix of disconnected figures to makes senses of. With imc ,organization can coordinate their message to build the brand and develop strong customer relationship while also helping customers satisfy their needs.

2..In house agency means advertising agency that is set up, owned, and operated by the advertiser. The pros of using in-house agency  consists of cost savings,  more controllable,  increased coordination, more stability  and lastly access  to  top  management. The cons of in-house agency  are less  experience, less objectivity,  less flexibility and less access to top creative talent. 

Reasons some of the companies might change from in-house  agency to  outside  agency are the chance for outside agency to work with an award-winning  creative  director is an exciting one for many. Lastly, the outside agency can objectively help  define company’s messaging. This is because working with an outside agency can  balance the company ideas with outside perspective and assure the best possible  position for company’s growth.

3.discuss how technology and the social media are impacting the role of brands  managers. What types of skills are needed to be successful brand manager today?  What can companies do to train brand managers so they can keep up with the  changes  occurring in digital and social media? 

The managers need to have a excellent experience. Experience is a thing that cannot  be buy. In order to competitive with other companies, the manager need to has  abundant experience to help company to do sales.Understanding the dynamics  changes of technology. The manager need to has some understanding of tools,  applications and  technologies will  help the savvy marketer  to quickly  translate  ideas into reality, and input to more lateral, creative thinking to the product so that  the customer can purchase  the product which market doesn’t  has same or similar  product produced.

Chapter 3

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of things that marketers can do to address these problem and ensure their brand manager are keeping abreast of external changes occuring in the market ?

Brand management may faces many challenges when doing an expose like innovation of the technology, lacking of expertise and competition to build a strong brand. As a brand manager, they need to keep it up with the fastest of the use of technology like the use of social media and internet to advertise the product. Nowadays, advertising not just rely on printed media it has thrive with many medium of information. In addition, brand management have to gain some skills to fight with the other brand because the competitor product are always try to stole the customer with an unique and creative ads, thus brand management have to always come out with fresh and special idea in every ads.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house and hire an outside agency ?

An in-house advertising may be defined as an agency that owned and operated by its one and only client: the advertiser. Instead of a company outsourcing its advertising to an agency, its ad campaigns are mainly handled by its own in-house agency.

In-house advertising agency may have advantages in term of saving cost, more control,stability and access to top management. In other words, it help the marketer to bulid own skills, more independent and responsibility in the decision in terms of their own products. But their are lacking in experience, flexibilty and creative talent. This is because their never had an addtional input or experience before as they are acting more independent. As a marketer it is more easy to use an inhouse agency for because they have their own control on the act, product and decision. It may help the marketeer to build a strong work ethics in the company to be a strong brand.

3.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand manager. What type of skills are needed to be succesful brand managers today ? What can companies do to train brand manager so they can keep up with the changes occuring in digital and social media ?

Technology can not be cracked with the modernity. To build a strong brand, they need to conquer all the medium of technology so they can get a better expose. To be a successful brand manager, he must have skills such as an excellent experience, a strong voice big personality and well known structured organized. The companies need to trains the brand manager to understand the dynamic of technology – make sure they are alert and aware with the current, knows about tools and gadgets and understand how the application works to emerge with the technology and their business

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The most important character in brand management system is brand manager. Therefore, the challenges that face by brand manager will become the challenges of companies, such as planning, budgeting, sales, and profit performance.

Under the brand management system, brand manager need responsibilities and function associated with advertising and promotions. When the brand manager decides to do marketing plan, they often lack training and experience about that. The promotion strategy may develop by those brand managers who does not really understand what adverting or sales promotion can or can’t to do and how should be used. Some brand manger even focuses too much on short-term planning and neglecting or overlook the long-run programs.

Next, individual brand manager often competing for the management attention, marketing dollar, and other resources. This action will lead the company to unproductive rivalries and potential misallocation of funds. Then all this condition will affect the brand manager’s persuasiveness in determining budgets and long-run profit potential of the brands.

In addition, the brand manager system also failed to provide brand managers with authority over the functions needed to implement and control the plan they develop. Some brand manager spends too much time in making a decision on adverting and sales promotion within the staff.

Those problems can solve by rearranging the rules of advertising and sales promotion between managers and their staffs. The brand managers can enjoy the counsel from staff or sales specialists in advertising and sales promotion before decide a decision. The brand managers encourage to join more training about the advertising and sales promotions topic to avoid infection decision making. The companies need give more authority in advertising and sales promotion on decision making.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The in-house agency is an advertising agency that is set up, owned, and operated by the advertiser. It means the advertiser set up their own advertising agencies internally.

Using an in-house agency can reduce the advertising and promotion costs. The company can using own creativity department to handle the design of its weekly circulars, promotions, and marketing materials. With an internal structure, those commissions or fee that go to outside agency will turn to the in-house agency. An in-house agency also provides the related work such as production of collateral materials, digital media, package design, and public relations at a lower price compare to the outside agency.

Some company prefers in-house agency because they keep the marketing communications function more closely tied to top management. Besides that, the stability an in-house agency compares more stable to outside agencies. The external agencies have much higher turnover levels, which it can take a toll on the client-agency relationship.

Besides the main reason to save costs, companies using in-house agency because the time savings, the bad experience with the outside agencies, and the increased knowledge and understanding of the market that come from working on advertising and promotion of the product or service day by day. Therefore, the company believes that they can do better than outside agencies.

In the other hand, the in-house agency brings some cons because some companies are lack of experience in using that. This will lead the charge fee become high while the plan no function and quality. Similarly, the in-house agency will less objectivity and flexibility when go on the plan because they just well know themselves only and may overlook or neglecting the other important items. The company who using in-house agency less access the top creative talent in this area because the company focus on products.

The companies might change from using an in-house agency and hire an outside agency because the outside agencies have more highly skilled specialists and attract the best creative talent and that using an external firm gives a company more varied perspective on its advertising problems and greater flexibility. Outside agencies can provide the greater strategic planning capabilities, outside perspective customers, and more creative experience in certain media compare to in-house agency.

3.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

The role of brand managers is impacted by technology and emerging role of digital and social media because most of the people are enjoying the social media such as Facebook, Twitter, and Instagram. They increase the information sharing about some brand and product in the social media that they are using. The public was more believe in the news or information that people share compare to the product advertisement. Therefore, brand manager can more focus on the digital and social media function.

A successful brand manager not only need the product and management knowledge while the soft skills as a main item for a person become succeed. There are some important soft skills for a brand manager, such as critical thinking, project management, and analytical skills.

Brand manager needs critical thinking because as an ability to analyze condition or statement  and determined their validity. This is the base of modern management professional built their career. Creative thinking come from critical thinking, which in turn solves problems. This is what employers really need from managers.

Brand manager need trains their project management to increase the response to the social media opportunities and customer engagement. The brand manager need sharpen up their project management to lead their teams and accomplish their objectives.

Analytical skills important to the brand manager to analysis the vast amount of data. The data can reveal the consumer behavior, efficacy, and various marketing approaches.The best managers need to know how to look beyond the data, then pick up on trends and patterns that can lead to better and become more successful marketing efforts.

The various challenges faced by companies that use the brand management system  , the lack of training and experience brand managers.Brand managers often end up competing  for attention to management, marketing, financial and other resources, which may lead  to improper unproductive competition and the potential use of funds.Can give brand managers to do some professional training, specific training, you can also do some practical training to gain experience. We need rational allocation of resources, capital, and brand managers to raise awareness in this regard to avoid unproductive improper use of funds generated by the crisis.

2. Discuss the pros and cons of using an in-house advertising agency. What are some

of the reasons why companies might change from using an in-house agency and hire an outside agency? 

Some of the reasons why firms use in-house agencies include: (1) cost savings; (2)

control; and (3) increased ability to coordinate marketing and promotional activities. Negative aspects include: (1) internal employees may have less experience and inferior skills than their external counterparts; (2) they may be less objective about the product and its capabilities; and, (3) they may be less flexible with respect to what they are willing and able to do with the product and/or brands  programs.

Companies often use an in-house agency when they have sufficient and capable staff to conduct the advertising and promotional activities themselves; they have a very large advertising and promotional budget and wish to save the costs of fees and

commissions; and/or when they believe that the ability to coordinate and control the

promotional activities is more feasible with this design. Companies such as Calvin

Klein and  Benetton, which uses very controversial “shock” type ads, do their advertising in-house to retain total control over the creative process. No Fear is

another example of a company that does its advertising in-house.  The company  likes

to have control over its advertising function and maintain somewhat of a mysterious

image and positioning for the brand. They also feel they have the creative capabilities to design and implement creative and effective advertising messages. In some cases No Fear will have some of its creative work done outside by a creative  specialist or boutique.

Companies change from using an in-house agency and hire an outside agency for various reasons.  Many marketers feel that the use of an outside agency provides greater objectivity with respect to the advertising.  When an in-house agency is used,

management may get too close to the advertising process and product and lose its

objectivity when evaluating the ads.  Outside agencies can provide a more objective

perspective on the market and business that is not subject to internal biases and

politics. Companies often move from in-house to outside agencies as they become

larger and their advertising and other marketing communication needs become greater.  Rather than continuing to expand the in-house agency, many companies will move to using an outside agency that has the various services and expertise needed by the company.  It should be noted that perhaps the major reason why outside agencies are used is that they provide the client with the services of highly skilled individuals who are specialists in the advertising area.  Outside agencies also offer more flexibility to an advertiser as they can always switch agencies and hire a new one if they are dissatisfied with the work being done.  It is much more difficult to

terminate an in-house agency and hire new personnel to replace them.

3. Discuss how technology and the emerging role of digital and social media are

impacting the role of brand managers. What types of skills are needed to be

successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Technology and social media will help increase sales, such as creating a social media

accounts have more opportunities to acquire new customers and maintaining

relationships with customers. It will also reduce the cost of advertising.A successful brand manager needs to have critical thinking, will project management, analytical capacity, a comprehensive approach and skills.The company's brand managers  can be trained so that they can adapt and master digital and social media change, you can also have the ability to recruit new master brand managers and digital and social media.

Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

Brand managers often lack training and experience. The promotional strategy for a brand may be developed by a brand manager who does not really understand what advertising or sales promotion can and cannot do and how each should be used. Brand managers may focus too much on short-run planning and administrative tasks, neglecting the development of long-term programs. Another problem is that individual brand managers often end up competing for management attention, marketing dollars, and other resources, which can lead to unproductive rivalries and potential misallocation of funds. The managers’ persuasiveness may become a bigger factor in determining budget than the long run profit potential of the brands. Finally, criticized for failing to provide brand managers with authority over the functions needed to implement and control the plan they develop. Some companies have dealt with this problem by expanding the roles and responsibilities of the advertising and sales promotion managers and their staff of specialists.

QUESTION 2

Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

An in-house agency is an advertising agency that is set up, owned, and operated by the advertiser. A major reason for using an in-house agency is to reduce advertising and promotion costs. Companies with very large advertising budgets pay a substantial amount to outside agencies in the form of media commissions or negotiated fees. With an internal structure, these commissions or fees go to the in-house agency. An in house agency can also provide related work such as production of collateral materials, digital media, package design, and public relations at a lower cost than outside agencies. In-house agencies are also preferred by some companies because they keep the marketing communication function more closely tied to top management. Then, the stability an in-house agency provides because external agencies have much higher turnover levels which can take a toll on the client-agency relationship.

Opponents of in-house agencies say they can give the advertiser neither the experience and objective of an outside agency nor the range of services. They argue that outside agencies have more highly skilled specialists and attract the best creative talent and that using an external firm gives a company more varied perspective on its advertising problem and greater flexibility. Outside agencies also can provide greater strategic planning capabilities, outside perspective on customers and more creative experience with certain media such television. In-house personnel may become narrow or grow stale while working on the same product line, but outside agencies may have different people with a variety of backgrounds and ideas working on the account. Flexibility is greater because an outside  agency can dismissed if the company is not satisfied, whereas changes in-house agency could be slower and more disruptive.

The cost savings of an in-house agency must be evaluated against these considerations. For many companies, high-quality advertising is critical to their marketing success and should be the major criterion in determining whether to use in-house services. Companies often hire outside agencies as they grow and their advertising budgets and needs increase. For Best Buy company change their agency from in-house to outside after almost 20 years because they felt that outside agency help achieve its aggressive growth goals and better positioning as trusted retailer.

QUESTION 3

Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Digital or interactive agencies is specialize in development and strategic use of various digital marketing tools such as websites for the internet, banner ads, search engine optimization, mobile marketing, and social media campaigns. They recognize that the development of successful interactive marketing programs requires expertise in digital technology as well as areas such as creative website design, database marketing, digital media, and customer relationship management.

They need to specialized interactive agencies to develop websites and interactive media. Companies have more expertise in designing and developing websites as well as managing and supporting them. Interactive agencies range from smaller companies that specialize in website design and creation to full-service interactive agencies that provide all the elements needed for a successful digital or interactive marketing program. These services include strategic consulting regarding the use of the internet and online branding, technology knowledge, system integration and the development of electronic commerce capabilities.

The way companies can train their brand managers so that they can keep up with the changes occurring in digital and social media by make full-service interactive agencies, such as AKQA have created successful digital marketing program for a number of companies and brands. Besides that, the growth of social media and mobile is also giving rise to companies that specialize in developing application such as Facebook, Twitter, and other social platforms. Finally, companies work with marketers to develop various ways to engage consumers including promotion such as coupons and sweepstakes, as well as through user-generated photo, essay and video contests.

(1)Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketer can do to address these problem and ensure that their brand  manager are keeping abreast of external changes occurring in the market?

  First is constraint media. Constraint media shrink the role advertising program promotion and can force marketer to emphasize another element in the mix marketing. So the creator inventive in some countries have to develop their own media to solve this problem.

  Cultural diversity problems community with people in a wide range of culture is one of the biggest creative challenge in advertising. So, the marketer must alert  the different culture before their do advertising and promotion.

(2) Discuss the pros and cons of using an in-house advertising agency. What are some of the reason why companies might change from using an in-house agency.

   Pros and cons of using an in-house advertising agency is expertise. Part of an ad agency success is tried to how well they keep up with business trends and how effectively they can leverage them for their client. It their business to know what works best in the market place.

  Next is less burnout. Agency professional who work on several different accounts benefit from variety to keep them fresh. Brainstorming with colleague and periodically changing team members can jumpstart new idea. Lastly, scalability. If needed, an agency can pull in extra people to work on large project or a last-minute crisis.

  The reason  why companies might change from using an in-house and rise an outside agency is cost. Because, working with an advertising agency can be expensive. You may have limit your relationship to services you can’t do efficiently on your own or employ an agency in an advisor capacity to help you advise long term strategies. Competition also the reason. Because, if you are a relatively small fish in the agency pond, you may not get the strong team assigned to your business.

(3 )Discuss how technology and the emerging role of digital and social media are impacting the role of brand manager. What Type of skill are needed to be successful brand manager today? What can companies do to train brand manager so they can keep up with the changes occurring in digital and social media?

  Blog, feedback application, and customer review provide ways of for e-commerce site to encourage customer to interact with the Web site. Facebook and twitter allow customer to like a brand and become fans. Involvement in social cause that involve customer also create brand engagement. So, when developing a social media strategy, the marketing team attempts to provide content that leads consumer to engage with the brand and ultimately make purchases.

  The skill are needed for brand manager today is try hard to improve their brand with already in market for get the more better with another brand and also rise the technology brand to follow the surrounded world for hope the brand not poor with the era. What companies should do is convenience incentives like making the shopping process easier creates an incentive that can encourage customer to visit a web site or other. Next is value added incentives. Because value added lead consumer to change purchasing habits over the long term.

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The world of branding is changing fast and brand managers are struggling to keep pace. They face mounting pressures from stakeholders to perform better in the midst of more aggressive competitive attack and rapid changes in customer needs, a burden

further compounded by the volatile financial economy, the accelerating speed of technological progress, stronger demand for companies to account for their social responsibility, and the emergence of the networked society. 

It decreased effectiveness of traditional marketing tools and emergence of new marketing tools. The traditional means of relationship-building for brand management has relied on communicating directly with the consumer via advertising and promotion but this has changed as fast as the networked society has grown. The rapid progress in Internet technology has totally changed the way in which people communicate and develop their friendships and relationships. That same trend has also generated more innovative options available for brands to establish and cultivate their relationships with their customers, but this has not made the brand manager’s job easier. On the contrary it has made it harder.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The pros in using in-house advertising are intimate business knowledge. Those who works directly for an organization have the best understanding on how the business operates. In house employees best understanding the why behind the things that are being done and how these thing can affect the paid search program. Secondly, sense of ownership. Employees of a company usually have a more vested interest in the  outcome of things. Their sole focus is the success of their organization.

The cons in using in-house advertising are untrained PPS professionals. More than likely,  need to train people on PPC that don’t do this type of works for a living. They might be marketers, but not fluent in this ins and outs of PPC. There will be a learning curve and possibly expense tied getting your team up to speed. Secondly, limited learning opportunities. In house employees will often not be surrounded by other paid search professionals. In house employees are limited to the people they work with. Of coursing reading blogs or watching ‘how to’ videos are helpful. This does not replacing being surrounded by a team of PPC professionals with a vast array of experience. Thirdly,  expense. If organizations decide to build an internal team, this means adding headcount and the associated financial burdens that accompany it. Each PPC management program presents its own set of benefits and difficulties. It’s important that companies understand which solution will work best for them and choose a PPC management style accordingly.

The reason are, they can hit a home run. An outside agency will take their experiences across multiple industries and successfully apply the best ideas (and more!) to your brand. They’re in business to help you grow, and just like you, they love to succeed. Secondly, you’ll get more value. Consider the tremendous amount of thought, research and time that goes into the rebranding, positioning and design process.It will save you time and money, and your reputation is counting on it.Thirdly, they’ve got the teamwork thing down. An outside agency’s well-rounded team will be able to effectively lead your company through the marketing and design process and you won’t have to scramble researching for experts in each of these areas on your own. Lastly, they can objectively help define your messaging. Working with an outside agency is a great way to balance company ideas with a dose of outside perspective and assure the best possible position for your company’s growth.

3.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

There are many impact of technology and the emerging role of digital and social media to brand managers. Firstly, it can ensure the long lasting of relationship between consumers and brand manager. Secondly, survey respondents found that customers experience as the single most exciting marketing opportunity. Thirdly, brand managers have been proven to know how to make an effective decision by technology and social media.

There are few skills of the successful brand manager. Firstly, have a strong voice. Secondly, be a gatekeeper. Thirdly, stay organized. Next, be in the know. Lastly, stay ahead of the pack.

Companies can let their brand manager to attend the seminar or talk about how important the technology, digital and social media in their field. Secondly, allow the brand managers to catch up with the technology without having to force them to focus only their work at the work time. Lastly, keep updating what the new technology that been used by other companies to able for them to compete with the others.

EVLIN BINTI SALIMAT

BB13110109

Chapter 3

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The challenges to brand managers include how to utilize skills from one product market in an other, assembling and managing skills of several partners in developing and marketing new products and services, and managing joint promotions and ensuring that "partner brand" strategies do not adversely affect their own brands. Regardless of whether it is technology-driven, the search for defensible competitive advantage also has extended the boundaries of existing product categories or blurred existing definitions. In some cases new, hybrid categories have been created. This has permitted a product manager to affect the set of competitors with which his or her new brand competes. Cellular telephones have increased the range of portable phones, and compact discs have introduced a more concert-like sound into recorded music and made feasible the blending of the computer and music systems into a multimedia format.

2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Some of the reasons why firms use in-house agencies include: (1) cost savings; (2) control; and (3) increased ability to coordinate marketing and promotional activities. Negative aspects include: (1) internal employees may have less experience and inferior skills than their external counterparts; (2) they may be less objective about the product and its capabilities; and, (3) they may be less flexible with respect to what they are willing and able to do with the product and/or brands programs.

Companies often use an in-house agency when they have sufficient and capable staff to conduct the advertising and promotional activities themselves; they have a very large advertising and promotional budget and wish to save the costs of fees and commissions; and/or when they believe that the ability to coordinate and control the promotional activities is more feasible with this design. Companies such as Calvin Klein and  Benetton, which uses very controversial "shock" type ads, do their advertising in-house to retain total control over the creative process. No Fear is another example of a company that does its advertising in-house.  The company  likes to have control over its advertising function and maintain somewhat of a mysterious image and positioning for the brand. They also feel they have the creative capabilities to design and implement creative and effective advertising messages. In some cases No Fear will have some of its creative work done outside by a creative specialist or boutique.

Companies change from using an in-house agency and hire an outside agency for various reasons.  Many marketers feel that the use of an outside agency provides greater objectivity with respect to the advertising.  When an in-house agency is used, management may get too close to the advertising process and product and lose its objectivity when evaluating the ads.  Outside agencies can provide a more objective perspective on the market and business that is not subject to internal biases and politics. Companies often move from in-house to outside agencies as they become larger and their advertising and other marketing communication needs become greater.  Rather than continuing to expand the in-house agency, many companies will move to using an outside agency that has the various services and expertise needed by the company.  It should be noted that perhaps the major reason why outside agencies are used is that they provide the client with the services of highly skilled individuals who are specialists in the advertising area.  Outside agencies also offer more flexibility to an advertiser as they can always switch agencies and hire a new one if they are dissatisfied with the work being done.  It is much more difficult to terminate an in-house agency and hire new personnel to replace them.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Technology has changed the face of marketing to such an extent that the job descriptions, expectations and responsibilities of today’s marketing managers diffe greatly from those of just a decade ago. Clearly, it’s no longer enough to issue press releases and update the company website. Today’s marketers need to stay on top of trends and technology; they need to know how social media, search, video, conversions and analytics work in the marketing mix. Luckily, there are fundamental skills that never fall out of demand. Here, we’ll review five essential skills that every future marketing manager should develop.an the types of skills are needed to be successful brand manger today is, firstly Critical Thinkingin a 2010 survey by the American Management Association (AMA), a majority of executives responded that they need employees with solid critical thinking skills, but the current pool of workers has not sufficiently developed them. Critical thinking, or the ability to analyze situations or statements and determine their validity, is the foundation on which modern management professionals build their careers. Critical thinking breeds creative thinking, which in turn solves problems. This is exactly what employers need from managers. Second isProject ManagementIn business today, you don’t have to hold the title of project manager to be one. Projects can be simple or complex, short- or long-term, but in marketing, they are increasingly happening in quick response to social media opportunities and customer engagement. Future marketing managers will need to sharpen their project management skills in order to lead their teams and accomplish their objectives. Third is, Analytical Skills. successful marketing managers have analytical minds. They know the value of the vast amount of data available today, and are highly interested in what that data can reveal about consumer behavior, efficacy of various marketing approaches and more. The best managers also know how to look beyond the data and pick up on trends and patterns that can lead to better, more successful marketing efforts. Fourth is, Holistic Approach. Future managers will approach marketing by thinking in terms of integrated, interconnected systems, and how they affect each other. From trade show displays to Twitter feeds, it’s vitally important to see how the relationships between all parts of the marketing plan work, and to manage them effectively. Finally is, Technical Skills. Because technology will continue to advance and closely influence how marketing is accomplished, it will always be important for marketing managers to be tech savvy. Customer engagement will occur in more ways, and competing for their attention will mean delivering the services and information they want, through user-friendly apps and relationship-building tools. So while marketing managers will depend on technology innovators to create the tools, they must be familiar with what consumers want and how best to deliver it.

1.  Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The world of branding is changing fast and brand managers are struggling to keep pace. They face mounting pressures from stakeholders to perform better in the midst of more aggressive competitive attack and rapid changes in customer needs, a burden further compounded by the volatile financial economy, the accelerating speed of technological progress, stronger demand for companies to account for their social responsibility, and the emergence of the networked society. 

It decreased effectiveness of traditional marketing tools and emergence of new marketing tools. The traditional means of relationship-building for brand management has relied on communicating directly with the consumer via advertising and promotion but this has changed as fast as the networked society has grown. The rapid progress in Internet technology has totally changed the way in which people communicate and develop their friendships and relationships. That same trend has also generated more innovative options available for brands to establish and cultivate their relationships with their customers, but this has not made the brand manager’s job easier. On the contrary it has made it harder.

2.  Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

The pros in using in-house advertising are intimate business knowledge. Those who works directly for an organization have the best understanding on how the business operates. In house employees best understanding the why behind the things that are being done and how these thing can affect the paid search program. Secondly, sense of ownership. Employees of a company usually have a more vested interest in the  outcome of things. Their sole focus is the success of their organization.

The cons in using in-house advertising are untrained PPS professionals. More than likely,  need to train people on PPC that don’t do this type of works for a living. They might be marketers, but not fluent in this ins and outs of PPC. There will be a learning curve and possibly expense tied getting your team up to speed. Secondly, limited learning opportunities. In house employees will often not be surrounded by other paid search professionals. In house employees are limited to the people they work with. Of coursing reading blogs or watching ‘how to’ videos are helpful. This does not replacing being surrounded by a team of PPC professionals with a vast array of experience. Thirdly,  expense. If organizations decide to build an internal team, this means adding headcount and the associated financial burdens that accompany it. Each PPC management program presents its own set of benefits and difficulties. It’s important that companies understand which solution will work best for them and choose a PPC management style accordingly.

The reason are, they can hit a home run. An outside agency will take their experiences across multiple industries and successfully apply the best ideas (and more!) to your brand. They’re in business to help you grow, and just like you, they love to succeed. Secondly, you’ll get more value. Consider the tremendous amount of thought, research and time that goes into the rebranding, positioning and design process.It will save you time and money, and your reputation is counting on it.Thirdly, they’ve got the teamwork thing down. An outside agency’s well-rounded team will be able to effectively lead your company through the marketing and design process and you won’t have to scramble researching for experts in each of these areas on your own. Lastly, they can objectively help define your messaging. Working with an outside agency is a great way to balance company ideas with a dose of outside perspective and assure the best possible position for your company’s growth.

3.  Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

There are many impact of technology and the emerging role of digital and social media to brand managers. Firstly, it can ensure the long lasting of relationship between consumers and brand manager. Secondly, survey respondents found that customers experience as the single most exciting marketing opportunity. Thirdly, brand managers have been proven to know how to make an effective decision by technology and social media.

There are few skills of the successful brand manager. Firstly, have a strong voice. Secondly, be a gatekeeper. Thirdly, stay organized. Next, be in the know. Lastly, stay ahead of the pack.

Companies can let their brand manager to attend the seminar or talk about how important the technology, digital and social media in their field. Secondly, allow the brand managers to catch up with the technology without having to force them to focus only their work at the work time. Lastly, keep updating what the new technology that been used by other companies to able for them to compete with the others.

MOHD SHAH REIZAL BIN AMBRAN (BB13161011)

1. Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to the addressed this problem and ensure that their brand managers are keeping abreast of external change occurring in the market?

 2. Discuss the pros and cons of using an in-house advertising agency. What are the some of the reason why companies might change from using an in-house agency and hire an outside agency?

3. Discuss how the technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

ANSWER :

1. Each brand managers that are lack in proper training and experiences will have a difficult time when making a planning, budgeting and profit performances. They are also often using an short-run planning and spend too much time on internal issue like problem solving. Companies also failed to provide the brand managers with authorities required to implement the plans that developed with them which will slower the progress of the plan. By expanding the

role of advertising and sales promotion managers and their staff, marketers will be able to solve this problem. The companies also need to make a consideration in giving more authorities to the brand managers in making decision that are related to the advertising and sales promotion.

2. In-house agency is an advertising agency that is set up, owns, and operated by the advertiser. The first pro of using in-house advertising agency is the intimate business knowledge which is the worker inside the company more expert and understands how the business operates. Second pro of in-house advertising agency is sense of ownership which the employees of a company has interest in success of their organization. By using in-house advertising, themarketers will be able to reduce the advertising and promotion costs outside of the companies. The con is in-house agency which has less experience in understanding the operation of the company and also lower skilled and knowledge. The other con is less flexibility which is caused by their performance that is not stable when the company is not satisfied.   There is a few reasons why the company use the outside agencies, one of the reason is because the outside agencies has more specialist expert and attract the creative talent. Another reason is because outside agencies has the capabilities in producing a strategy planning that can surpass strategy planning made by the in-house agency.

3. technology and the emerging role of digital and social media can give an impact to role of brand managers when consumers shared their experienced in using a specific brands easily through the social networks. Through this emerging role of digital and social media, brand manager will be able to gained more important information from the consumers. Because of this, many agencies has developed interactive capabilities, and there are also a few marketer are turning to more specialized interactive agencies to develop website and more interactive media.

BG31903Exercise
Chapter 3

1. Discuss the various challenges faced by
companies that use the brand management system when organizing for advertising
and promotion. What are some of the things that marketers can do to address
these problems and ensure that their brand manabgers are keeping abreast of
external changes occurring in the market?                                                               Marketers
of successful 21st century brands must excel at the strategic brand management
process. The centralized system, marketing activities are divided along
functional lines. The responsible og the advertising manager including planning
and budgeting,administration and execution,coordination with other departments
andcoordination with outside agencies and services. The decentralized system
used by firms with multiple division and many different products. Each product
or brand is assigned to a brand manager.brand manager :responsible for total
management of the brand, including planning budgeting, sales,profit
performance.the category management system:additional layer of management above
the brand managers.under this system, the reaponsibilities and functions
associated with advertising and promotions are transferred to the brand
manager, who work closely with outside advertising agency and other marketing
communications specialists as theydevelop the promotional program,. In a
multiproduct firm, earch brand may have its own ad agency and may compete
against other brands within the company, not just against outside competitors.

An
advantage of decentralized system is that each brand receives concentrated
managerial attention, resulting in faster response to both problems and
opportunities. The brand managers have full responsiblity for the marketing
program, including the identification of tagrget markets as well as the
development of integrated marketing communications programs that will
differentiate the brand. The brand manager system is also more flexible and
make it easier to adjust various aspects of the advertisting and promotional
program, such as creative platforms and media and sales promotion schedules.

Marketing
involves four main steps: 1,identifying and establishing brand
positioning.2,planning and implementing brand marketing.3, measuring and
interpreting brand performance. 4, growing and sustaining brand value deal with
brand positioning.Strategic brand management involves the design and
implementation of Creating brand equity ,it is one of the most valuable
intangible assets of a firm is its brands, and it is incumbent on marketing to
properly manage their value. Building a strong brand is both an art and a
science. It requires careful planning, a deep long-term commitment, and
creatively designed and executed marketing, A strong brand commands intense
consumer loyalty- at its heart is a great product or service.   There
are some drawbacks to the decentralized approach. Brand managers often lacking
training and experience. The promotional strategy for a brand may be developed
by a brand manager who does not really understand what advertising or sales
promotions can and connot do and how each should be used. Brand managers may focus too much on short term
planning and administrative task, neglecting the development of loog-term
programs. And another problem is that individual brand managers often end up
competing for management attention, marketing dollars, and other resources,
which can lead to unproductive rivalries and potential misallocation of funds. The
managers’ persuasiveness may become a bigger factor in determining budget than
loog-run profits potential of the brands. These types of problems were key
factors in Procter& Gamble’s decisionto switch to a category management
system. Finally, the brand management system has been criticized for failing to
provide brand managers with authority over the functions needed to implement
and control the plans they develop. Some companies have dealt with the problem by
expanding the roles and resppnsibilities of the advertising and sales promotion
managers and their staff of specialists.

2. Discuss the pros and cons of using an in-house advertising
agency. What are some of the reasons why companies might change from using an
in-house agency and hire an outside agency?                                              

Anin-house agency is an advertising agency that set up, owned, and operated by
the advertisier. Some resons for using an Ad agency, Highly skilled
specialists, Specialization in a particular industry,Objective viewpoint of the
market, Broad ranage of experience. A major reason for using in-house agency is
to reduce advertising and promotion costs. An in-house agency can also provide
related work such as production of collateral materials, digital media, package
design, and public relations at a lower cost than outside agencies. An in-house
agency  are also preferred by some
companies because they keep the marketing communications function more closely
tied to top management. Another reason is the stability an in-house agency
provides because external agencies have much higher turnover levels which can
take a toll on the client-agency relationship. In contrast, in-house agencies
are known for retaining their personnel and have a turnover rate of less than 5
percent. Saving money is not the only reason companies use in-house agencies. Time
saving,bad experiences with outside agencies, and the increased knowledge and
understanding the market that come from working on advertising and promotion
for the product or service day-by-day are also reasons.some companies with
global brands prefer an in-house shop so they can have a consistent brand image
worldwide and reduce the number of marketing partners with which they work. A comany
may also use an in-house agency because they believe it can do a better job
than an outside agency. They may feel they have more knowledge about the market
and competitors as well as a better understanding of the intricacies and
complexities  of their business. Some companies
use an in-house agency simply because they believe it can do a better job than
an outside agency could.opponents of in- house agencies say they can give the
advertiser neither the experience and objectivity of an outside agency nor the
range of services. They argue that outside agencies have more highly skilled
specialists and attract the best creative talent and taht using an external
firm gives a company a more varied perspective on its advertising problems and
greater flexibility. Outside agencies also can provide greater strategic
planning capabilities, outside perspectives on customer, and more creative
experience with certain media such as television. In-house personal may become
narrow or grow stale while working on the same product line. But outside
agencies may have different people with a variety of backgrounds and ideas
working on the account. Flexibility is greater because an outside agency can be
dismissed if the company is not satisfied, whereas changes in an in-house
agency could be slower and more disruptive.the cost saving of an in-house
agency must be evaluated against these consideration. For many companies,
high-quality advertising is critical to their marketing success and should be
the major criterion in determining whether to use in-house services. The ultimate
decision as to which types a advertising organization to use depends on which
arrangement works best for the company.

3.

Discuss how
technology and the emerging role of digital and social media are impacting the
role of brand managers. What types of skills are needed to be successful brand
manager today? What can companies do to train brand managers so they can keep
up with the changes occurring in digital and social media?

With the rapid growth of the internet and other
forms of interactive media, a new type of specialized marketing communictions
organization has evolved- the interactive agency. Specialize in the development
and the strategic use of various digital maketing tools: such as  websities for the internet,banner ads, search
engine optimization, mobile marketing, social media campaigns. They recognize
that the development of successfull interactive marketing programs requires
expertise in technology as well as areas, such as creative website design,
database marketing, digital media, and customer relationship management.
Interactive agencies range from smaller companies
that specialize in website design and creation to full-services interactive
agencies that provide all the elements needed for a successfull internet/
interactive marketing program. These services include strategic consulting
regarding the use of the internet and online branding, technical knowledge,
systems integration. And the development of electronic commerce capabilities. As
the internet becomes an increasingly important marketing tools, more companies
will be turning to interactive agencies to help them develop successful
interative marketer programs. The number of interactive agencies will continue
to grow, as will their importance in the development and implementation of
internet-based strategies and initiatives.

BB13170688 ZHOU QUAN

Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are keeping abreast of external changes occurring in the market?

The various challenges faced by companies that use brand management system when organizing for advertising and promotion are sales promotion, package design, merchandising, event marketing and sponsorship. The brand manager need to make sure that the sales promotion is being done properly so that they can introduce the product’s brand to consumers. If the consumer did not aware about the certain brand, they will not know the existence of the brand. Consumer nowadays really concern about the product’s brand. They will purchase some product the product is branded. The brand managers also have to make sure that the package design is being design according the brand. Consumer nowadays is very choosey. The brand managers also faced some challenge where they need to consider the event marketing. They need to think what the best event to promote or introduce some product’s brand to the target market. They have to organize the event that match really well with the brand. Brand management also need to think about the sponsorship. When they sponsor some event, the brand that represents them can be notice by people.

 2. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

In- house agency is the agency that is set up, owned, and operated by the advertiser. The company will choose the in-house agency due to its can be form easily in the company by their own. It help to reduce the cost of the company in the management. They can also maintain the greater control over agency activities. This is because the in-house agencies is built from their company itself and they are the person who more understanding the management of the company and what the company really want and need.  Besides that, the advertising and promotion costs can be reduce by using the in-house agencies.

Next, the company using in-house agency because the stability of them. In-house agency is more stable compared to external agencies due to the low turnover rate. Some of them believe that they can maintain their control over the process and more easily coordinate promotions with the company marketing programs. Bad experience working with outside agencies, time saving and increased understanding of the market also be the favorable reasons why companies prefer in-house advertising agency.

However, some of the companies dislike in-house advertising agency due to the less experience and objectivity of the in-house advertising agency. In-house personnel may become narrow or grow stale while working on the same product line which lead to less flexibility. Less access to the top creative talent is also the disadvantage of the in-house advertising agency.

3. Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?

Nowadays, most the brand manager used the digital and social media to promote and advertise their brand to consumer. By using the digital and social media, the brand can easily and faster reach the consumer and they will get more know about the product. It’s hard for the brand manager which still using the traditional advertising channel. There are many other brand’s information spread faster on the online, this make the manager hard to target the market and make their competitive advantage for their own brand into the mind of consumer. The consumer will always look for new brand and change their buying behaviour to the brand after get the information from online, blog and social media.

The skill needed to be successful brand manager is project management skill. The manager should able to control the project whether simple or complex. The manager should respond quickly to social media opportunity and customer engagement. The second skill is analytical skill. The manager should have analytical mind. The best manager will know how to get the data and create the trend lead to better. The third skill is critical thinking skill. The best manager needs to stand in top of technology and how the social media, search and analytic analysis in marketing mix.

In order to make sure that manager keep up with the changes occurring in digital and social media, the company can give training to the brand manager. By training, brand manger will get more knowledge and skill to handle the market changes. Besides that, company can grow and cultivates online community.  By using this, the employee can share their information by using the web. This let the brand manger get more know expectations and needs from the community. The company must encourage and support the brand manager to do research.  This can easier brand manager to identifies new technology, social media and tools of advertise.