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unit 9 p3
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Essay of 2 pages for the course Unit 9 - Creative Product Promotion at PEARSON (passed)
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Promotional campaigns and advertising agenciesIntroduction
In this poster I will be explaining the role of advertising agencies in the successful
promotional campaign .An advertising agency is a firm that creates new promotional ideas,
designs print, radio, television and internet advertisement and other methods that would
help a client in entering and succeeding a choice market.
Identify the Target Audience
The research department at Fallon London they provided Cadbury with some details about
the prospective audience of the gorilla advertising campaign as well as information about
their market for the product being advertised. This should include specific market research
which leads to a much focused ad campaign, with advertising directed to the ideal target
audience.
Media planning
Media planning entails finding the most appropriate media platform to advertise the
company or client’s brand/product. At Fallon their media planners determined when, where
and how often the message should be placed. Their goal is to reach the right target
audience at the right time with the right message to generate the desired response and
then stay within the designated budget that Cadbury has given them. At Fallon London they
designed the TV advert to consist of a simple, 90-second tracking shot across a music studio,
with Phil Collins' "In the Air Tonight" playing in the background. From that campaign the
budget was £6.2 million but by this advertisement it left Cadbury with a record revenue
growth of 7% which was their best for a decade and having global sales up to 11%.
Designing the Advertisements
At Fallon London they involved in creative services that are responsible for developing the
advertising platform e.g. the Cadbury gorilla campaign, which sets the theme and tone of
the ad campaign. They also had technical staff with expertise in web design and
implementing e.g. the gorilla exposed facial features are silicone, and are moved
animatronically, through 27 remote-controlled motors and several levers. Two technicians
were needed, in addition to the actor inside the suit, to produce the range of motions
displayed in the commercial.
Producing the Advertisements
At Fallon London they employed experts in many creative fields that provide quality,
professional services for example copywriters provide the text for print ads, and scripts for
television or radio advertising. Fallon wanted the Gorillas ad to be remembered by
consumers and have the responsibility to provide this quality for their client. The campaign
itself, which comprised appearances on billboards, print newspapers and magazines,
television and cinema spots etc. The Cadbury gorilla ad made a global sensation.
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