Essay
Unit 9 P3 and P4
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Essay study book BTEC Level 3 National Business Student Book 1 of Catherine Richards, Rob Dransfield - ISBN: 9781846906343 (Unit 9 P3 and P4)
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P3 The role of advertising agenciesIn order for a business to sell their products, promotion is necessary. Because if you promote
your products right, people will want to buy your product. This is why it is very important for a
business to think about how they want to promote their product.
There are different ways to promote your products/services. Businesses first need to decide
whether or not they want to do their promotion in-house. If a business decides they do not
want to do their promotion in-house or they cannot do it in-house because of a lack of
resources, the business can hire an advertising agency. The advertising agency will do the
promotion for you.
A business also needs to decide if they want to hire a full service agency or a limited-service
agency. When hiring a full service agency, the advertising agency will do all the advertising
for you. When hiring a limited-service advertising agency, you can choose what services you
want to hire them for. These services include media buying, advertisement design,
advertising production and engaging the target audience.
With media buying, the agency will decide what the best advertising method is. These
methods include the internet, the newspaper or television. Advertisement design is about the
design of the product you are promoting. This includes copywriting and using the brand
values of the company right. Advertising production is about discussing with the business
whether or not the business approves of the method the advertising agency suggests to use.
Engaging the target audience is about finding a way to reach the target audience.
In order for an advertising agency to have a successful promotional campaign, the
advertising agency will first need to decide what type of media they are going to use. In order
to make that decision, the advertising agency will need to decide if the promotional campaign
is going to be local, regional, national or international. If their product is only available in one
city, the promotional campaign can be local or regional. But when a business sells a product
that is available all over the world, you have to choose a type of media that is able to be
promoted internationally.
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