Essay
Business level 3 unit 9 P3 and P4
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Business level 3 unit 9 P3 and P4
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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.
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