Unit 9 – Creative product promotion
Pass criteria 3 Merit criteria 2
P3 – Explain the role of advertising agencies in the development of a successful
promotional campaign
M2 – Explain the advantages and disadvantages of using professional agencies in
ensuring promotional success
An advertising agency is a firm that creates and develops advertisements for large
organisations. The advertising agencies provide a complete service to the company that
wants advertising, they will do everything that needs to be done to produce the
advertisement. The services that advertising agencies provide are: media buying,
advertisement design, advertisement production, and engaging the target audience.
Media buying is necessary to ensure that there is a place where the promotional campaign
can be aired/placed. Companies could do this on their own but advertising agencies have
better bargaining power because they do it more often than a single company does, this
means that the advertising agency may get a better price and/or a better time/place for the
advertisement.
Advertisement design is a service that is provided by advertising agencies. Advertisement
agencies will have to be able to ensure that create a professional promotional campaign
that the company wants to represent them, they will have to ensure that the campaign
correlates with any other campaigns/advertisements that have be for the same organisation
and they will have to make sure that they keep in mind the businesses values.
Advertisement production means turning the ideas and plans into a campaign that can be
shown to the general populations. The advertising agencies will have to make sure that the
company they are producing for is happy with the plans and how the promotional campaign
will turn out, this is to ensure that they don’t have to redo any of it which is not cost
effective.
Engaging the target audience can be done in a number of different ways. The idea of it is to
ensure that people are getting the message and it isn’t a wasted effort. An example of
engaging the target audience is, demonstrations that get potential consumers involved
which shows them how good the product/organisation is.
Coca-Cola’s promotional campaign for Coca-Cola Life involved the use of multiple agencies
to create the campaign, handle public relations, and buying and planning of media. The
multiple agencies included Bullet proof, M&C Saatchi, Zone, and Mediacom, they all had
their own individual role to ensure that work didn’t end up being done more than once. It
would have been extremely hard for Coca-Cola Life to do this promotional campaign
internally because Coca-Cola doesn’t often release new products and has a lot bargaining on
the power of brand recognition. Coca-Cola needed the expertise of advertising agencies to
make sure that their campaign would be successful, if they hadn’t hired these agencies then
they would have spent a lot of time and produced a lot less. The campaign was a print and
digital campaign which focused on proximity marketing to try and create brand recognition.
The marketing campaign for Coca-Cola has helped the company build a “loyal group of core
buyers”1. Coca-Cola Life was advertised through more than one type of media, they used
Pass criteria 3 Merit criteria 2
P3 – Explain the role of advertising agencies in the development of a successful
promotional campaign
M2 – Explain the advantages and disadvantages of using professional agencies in
ensuring promotional success
An advertising agency is a firm that creates and develops advertisements for large
organisations. The advertising agencies provide a complete service to the company that
wants advertising, they will do everything that needs to be done to produce the
advertisement. The services that advertising agencies provide are: media buying,
advertisement design, advertisement production, and engaging the target audience.
Media buying is necessary to ensure that there is a place where the promotional campaign
can be aired/placed. Companies could do this on their own but advertising agencies have
better bargaining power because they do it more often than a single company does, this
means that the advertising agency may get a better price and/or a better time/place for the
advertisement.
Advertisement design is a service that is provided by advertising agencies. Advertisement
agencies will have to be able to ensure that create a professional promotional campaign
that the company wants to represent them, they will have to ensure that the campaign
correlates with any other campaigns/advertisements that have be for the same organisation
and they will have to make sure that they keep in mind the businesses values.
Advertisement production means turning the ideas and plans into a campaign that can be
shown to the general populations. The advertising agencies will have to make sure that the
company they are producing for is happy with the plans and how the promotional campaign
will turn out, this is to ensure that they don’t have to redo any of it which is not cost
effective.
Engaging the target audience can be done in a number of different ways. The idea of it is to
ensure that people are getting the message and it isn’t a wasted effort. An example of
engaging the target audience is, demonstrations that get potential consumers involved
which shows them how good the product/organisation is.
Coca-Cola’s promotional campaign for Coca-Cola Life involved the use of multiple agencies
to create the campaign, handle public relations, and buying and planning of media. The
multiple agencies included Bullet proof, M&C Saatchi, Zone, and Mediacom, they all had
their own individual role to ensure that work didn’t end up being done more than once. It
would have been extremely hard for Coca-Cola Life to do this promotional campaign
internally because Coca-Cola doesn’t often release new products and has a lot bargaining on
the power of brand recognition. Coca-Cola needed the expertise of advertising agencies to
make sure that their campaign would be successful, if they hadn’t hired these agencies then
they would have spent a lot of time and produced a lot less. The campaign was a print and
digital campaign which focused on proximity marketing to try and create brand recognition.
The marketing campaign for Coca-Cola has helped the company build a “loyal group of core
buyers”1. Coca-Cola Life was advertised through more than one type of media, they used
