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Unit 9 creative product promotion P4
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Explaining the different reasons behind the choice of media in a successful promotional campaign
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Describe the different types of media your chosen business could have chosen and explainwhich ones it uses for its campaigns.
Type of agency
- 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 organisation
Advantages
- Extensive skills resources and experience
- Advertising agencies can specialise in specific fields
- Variety of services to match all budgets
- Save the firm time and effort
- Easy to change teams creating the marketing
Disadvantages
- Costs more than in-house marketing
- Risk of inadvertent marketing leaks prior to launch date
- Agencies may not understand or agree with the firm's vision
- Agencies may not be as enthusiastic as you are
- Agencies may have your competitors on their books
Full service agencies
, This describes an agency that offers complete and integrated services in-house, instead of
specialising in only one area of advertising expertise.
Types of media used by businesses and the reasons for it.
- Published media
- Self-publication.
- Letters to the Editor.
- Newspapers & Publications with a Staff of Writers.
- Literary Magazines.
- Other Types of Magazines.
- Scholarly Journals.
- Webzines.
- Books.
published media has a higher frequency opportunity of viewing than online ads. Since the
newspaper or magazine may sit on a table or rack at a business or home, repeated exposures
are allowed.
- Visual and oral media
- PowerPoint (or equivalent) Microsoft PowerPoint is probably now the most
commonly used form of visual aid. ...
- Overhead projector slides/transparencies. ...
- White or black board. ...
- Paper handouts. ...
- Flip chart. ...
- Video (DVD or VHS) ...
- Artefacts or props.
- staff meetings, business meetings and other face-to-face meetings.
- personal discussions.
- presentations.
- telephone calls.
- informal conversation.
- public presentations such as speeches, lectures and conferences.
- teleconferences or videoconferences.
- interviews.
gets the attention of the participants, easy to follow and participants feel more engaged.
It’s easier to explain or put things in perspective, easier to remember and what helps keep
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