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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
mistakes at a minimum
Circulation size
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