Essay
Media and Advertising Agency
- Institution
- PEARSON (PEARSON)
Essay of 9 pages for the course Unit 9 - Creative Product Promotion at PEARSON (Business)
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Unit 9: Creative Product PromotionBy Rais Mauthoor
Media and Advertising Agency
Introduction
This assignment will explain the role of advertising agencies and the reasons behind the
choice of media in the development of a successful promotional campaign. Additionally,
this report will explain the advantages and disadvantages of using professional
agencies in ensuring promotional success. This report will also evaluate an existing
national campaign.
P3 Explain the role of advertising agencies in the
development of a successful promotional campaign
Roles of advertising agencies
In the world of business, there are organisations that have plans for creating a
successful promotional campaign. However, while these businesses do have the option
to develop the campaigns themselves in-house, they can also hire an advertising
agency who can assist in the planning and implementation of the campaign. Advertising
agencies are highly-specialised in the field of marketing, many businesses trust them
enough to be responsible with their promotional campaigns and these agencies will
expect sufficient compensation for their efforts. Hiring a complete advertising service
that may include creative work and media planning is usually expensive which limits
their availability for businesses with a low budget for marketing activity.
An advertising agency will most certainly have many clients or customers to deal with,
so it is fundamentally crucial for them to be exceedingly innovative with their
promotions. Each company that they devote their services to will require a drastically
different style of promotion and it should be specifically tailored to the company’s
preferences. In addition to this, it is imperative that every advertisement produced by an
advertising agency are unique and different from each other otherwise it could
jeopardise the success of multiple campaigns and the reputation of the agency.
Agencies compete with other agencies and they must rely on their reputation to interest
clients. Interestingly, advertising agencies can bulk-buy advertising space to receive
better rates or discounts similar to wholesalers when they bulk-buy merchandise from
manufacturers. Some agencies only provide limited services or have more expertise in
a particular area of marketing, which means that a company could hire multiple
agencies to concentrate on the various elements of their promotional campaign.
Services offered such as media planning
Advertising agencies that offer a full advertising service to organisations will most likely
include services such as media buying, advertisement design, advertising production
and activities that contribute towards engaging the target audience. Media buying is the
process of identifying the appropriate medium or media for a company’s products or
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