Those  responsible  for  most  of  the  advertising  and  promotion  decisions  for  consumer  products  are  brand  managers  (client  side)  and  account  executives  (agency  side).  These  individuals  are  usually  well  paid,  well-educated  marketing  professionals  living  in  urban areas. Consider the typical consumer for a brand such as Pepsi - Cola or Mennen after- shave.  

 Show the problems that the differences, in the roles of brand managers and account executives, present in developing an Integrated Marketing Communication program for these brands?