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Unit 9 creative product promotion P2
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Unit 9 creative product promotion P2 Explaining the role of promotion within the marketing mix for a select business
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Unit 9: Creative product promotion P3P3 - Explain the role of an advertising agency in the development of a successful
promotional campaign.
In this assignment I am going to describe the term advertising agency and explain the role of
advertising agencies in the development of a successful promotional campaign.
Describe the term advertising agency’.
An advertising agency is a term used to describe a business dedicated to creating, planning,
and handling advertising and sometimes other forms of promotion and marketing for their
clients.
Describe three types of advertising agencies (Full service agency, in house agency,
Creative Boutiques)
Full service Agencies
● Large size agencies.
● Deals with all stages of advertisement.
● Different expert people for different departments.
● Starts work from gathering data and analysing and ends on payment of bills to the media
people.
Creative Boutiques
● Very creative and innovative ads.
● No other function is performed other than creating actual ads.
● Small sized agencies with their own copywriters, directors, and creative people.
In-House Agencies
● As good as the full service agencies.
● Big organisations prefer these types of agencies which are built and work only for them.
● These agencies work as per the requirements of the organisations .
The chosen company: Sainsbury’s
Sainsbury’s have a lot of media used in their promotional campaigns. One of them is national
media which is advertising on local newspapers, Twitter and Facebook. Sainsbury’s use this
type of media by advertising their products and sales promotion like New PS Vita on the Metro
newspapers.
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