To: Dr. Middleton
From: Phung D. Pham
Date: November 14, 2013
Re: Self - Power of Performance iMedia Planner
I am writing to report the power base of Performance iMedia Planner at Edge Marketing in Vietnam market. This report is written based on both my two year experience of working on this position, and my learned theories of power at work. Specifically, there is an induction of performance media planner. Then, its power base is described based on incorporating three sources: (1) interpersonal power; (2) vertical power; and (3) horizontal power. The report is also presenting a critique for the use of this power base and a recommended strategy for increasing and more ...view middle of the document...
His expertise has come from his 2 year working experience, abroad trainings, & workshops. This expertise has been recognized by the firm and his colleagues.
The planner’s legitimate authority gives him vertical power as entitlement to access resources of information for his decision making at work. He is entitled to approach multiple suppliers to figure out aspects of their costing, and capability of campaign execution. This helps him to choose and work with the most appropriate one on the campaigns.
The planner is also exclusively entitled to access sources of advices for assurance of high performance for digital campaigns. Not all digital campaigns are done based on the planner’s expertise. His expertise sometimes fails to solve some difficulties of digital campaigns. For example, a Facebook/Google Search advertising campaign might be performing poorly. It does not attract users to click on ads, so the ads performance, particularly number of ad clicks, is not at an expected rate. In case the planner fails to figure out the reason for that poor performance, and a solution for it, he is entitled to contact his Facebook or Google Search partners, or his affiliate in other countries for advices.
The planner has also horizontal power. This power is sourced from his un-substitutability, visibility, and centrality. This power has had him become a very valuable source for the firm’s business.
Un-substitutability - His un-substitutability comes from his exclusive expertise in the firm. Especially, he has the deep knowledge and strong ability of executing such digital acquisition campaigns as Facebook fan acquisition, and lead generation. For these campaigns, the marketer must have not only deep understanding of campaigns execution, but also the analysis skill for the performance optimization. This planner is the only one in the firm who can combine the knowledge and the skills in order to be an exclusive expertise in this area. There is a situation that he once decided to leave the firm. The firm tried to persuade him to stay by promoting him a higher position.
Visibility - The planner has a very high degree of visibility within the firm. He is supposed to present at the office for his important role of coordinating, advising, and optimizing. He has to coordinate as Creative team, production team, and...