Essay
Business level 3 unit 9 P3 and P4
- Course
- Institution
Business level 3 unit 9 P3 and P4
[Show more]
12 reviews
By: rosiewake4 • 4 year ago
not much on the essay
By: Nesim123 • 4 year ago
By: onusean • 5 year ago
By: alisyed9825 • 6 year ago
By: dyna92 • 6 year ago
By: amiecarmenxx • 6 year ago
By: argadil2 • 6 year ago
Seller
FollowIamramla
Reviews received
Content preview
P3- explain the role of advertising agencies in the development of a successfulpromotional campaign
In this assignment I will describe the role of advertising agencies that plays an important role
in WHSmith and Argos’s development of a successful promotional campaign. I will explain
what Advertising agencies are and what they do, what they provide, what their purpose is
and why organisations use them
Advertising agencies:
As part of an overall marketing strategy, some companies turn to an advertising agency to
develop an advertising campaign. Organisations use advertising agencies because Most of
them do not have the creative talent and expertise to handle advertising campaigns within
their organisation. Advertising agencies may be used for a full or a partial service e.g. Full
advertising campaign or printing only. They compromise media buying, advertisement
design, advertising production, media planning, and traffic and account managers. The role
of advertising agencies is to work alongside their clients (other organisations) to help them
development, enhance their image and supporting their brand in the market. They work with
them to develop an advertising campaign. Advertising agencies are staffed with copywriters,
art directors and media planners who will create their advertisements and situate them in the
appropriate media. They are also responsible for the strategic recommendation of media
activity for the organisations promotional campaign. They work from their brief; the planning
process involves analysing the audience objectives and balancing the reach, frequency and
costs of media options to deliver a detailed media plan that maximises advertising exposure
and impact.
Full service agencies:
Full service agency is an agency that handles all aspects of the advertising and
communication process, from planning to design, production and placement. They also
manage other things like marketing communication e.g. public relations, sales promotion,
internet and direct marketing. Although a full-service agency can offer this wide range of
services, all full-service agencies are not alike. They vary greatly in size, focus, areas of
specialization and thus also vary in the type of clients they have. Full service agencies are
more expensive
Limited service agencies:
Limited service agencies provide a limited amount of service. They provide organisations
promotional activities such as designing and printing out brochures. Limited service
advertising are mostly used locally and my small to medium organisations.
Media buying agencies:
A media agency makes sure a marketing message appeals to consumers, appears in the
right place, at the right time and that the advertiser pays the best possible price. It involves
advertising agencies decide the best advertising options for a particular product, During the
buying stage, they negotiate the best possible prices with media owners such as television
and radio stations, magazine publishers and website owners for the space or airtime.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Iamramla. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.28. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
78252 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now