Unit 9 – Creative Product Promotion
Task 2
Explain the role of advertising agencies and the media in the development of a
successful promotional campaign
Advertising agencies have a large role in creating promotional campaigns for different types
of organisations. An example of an advertising agency is ‘Saatchi and Saatchi’ whom
recently created a promotional TV ad for Direct Line. The main role of an advertising agency
such as Saatchi and Saatchi is to work with a business in order to develop an advertising
campaign. Saatchi and Saatchi will create ads for a business and place them in the appropriate
type of media such as a TV ad or billboard. They will also aim to work within the constraints
of a budget set by the business that they are creating a promotional campaign for.
MARKS AND SPENCER CASE STUDY – ADVERTISING AGENCIES
Erin O’Connor’s military jacket, Twiggy’s cardigan and Laura Bailey’s
culottes sold out across Britain as shoppers snapped up trendy fashion
items featured in the Marks and Spencer’s latest advertisements.
Even the website had sold out just a fortnight after the television and
print advertising campaign was launched. This was achieved while other clothing retailers were
experiencing falling sales. Marks and Spencer were thought to have sold 12,000 pieces of each
item and raced to replenish stock.
Their current food adverts are also very popular and everyone knows the
catch phrase ‘This is not just food, this is Marks and Spencer food.’
These adverts have helped to increase food sales dramatically in the very
competitive food market – the sales of the featured chocolate pudding, for
example, have increased by 3000%.
City analysts have commented that ‘Marks and Spencer are now more competitive on price, its
product offer is stronger and it has communicated this effectively to customers through a
thoughtful advertising campaign’.
In the Marks and Spencer’s case study the advertising agency plays many roles. One of them
roles is media buying. This means to choose the best media option and negotiate better rates
for the purchase of ad space and time on that specific media to run Marks and Spencer
advertisements. An example of media buying could be the advertising agency interested in
placing Marks and Spencer’s adverts onto television and negotiating a fair, reasonable price
for the time and space the adverts will be taking up. The advertising agency for the Marks &
Spencer’s campaign will also have a role of advertisement design. This is where they will be
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Task 2
Explain the role of advertising agencies and the media in the development of a
successful promotional campaign
Advertising agencies have a large role in creating promotional campaigns for different types
of organisations. An example of an advertising agency is ‘Saatchi and Saatchi’ whom
recently created a promotional TV ad for Direct Line. The main role of an advertising agency
such as Saatchi and Saatchi is to work with a business in order to develop an advertising
campaign. Saatchi and Saatchi will create ads for a business and place them in the appropriate
type of media such as a TV ad or billboard. They will also aim to work within the constraints
of a budget set by the business that they are creating a promotional campaign for.
MARKS AND SPENCER CASE STUDY – ADVERTISING AGENCIES
Erin O’Connor’s military jacket, Twiggy’s cardigan and Laura Bailey’s
culottes sold out across Britain as shoppers snapped up trendy fashion
items featured in the Marks and Spencer’s latest advertisements.
Even the website had sold out just a fortnight after the television and
print advertising campaign was launched. This was achieved while other clothing retailers were
experiencing falling sales. Marks and Spencer were thought to have sold 12,000 pieces of each
item and raced to replenish stock.
Their current food adverts are also very popular and everyone knows the
catch phrase ‘This is not just food, this is Marks and Spencer food.’
These adverts have helped to increase food sales dramatically in the very
competitive food market – the sales of the featured chocolate pudding, for
example, have increased by 3000%.
City analysts have commented that ‘Marks and Spencer are now more competitive on price, its
product offer is stronger and it has communicated this effectively to customers through a
thoughtful advertising campaign’.
In the Marks and Spencer’s case study the advertising agency plays many roles. One of them
roles is media buying. This means to choose the best media option and negotiate better rates
for the purchase of ad space and time on that specific media to run Marks and Spencer
advertisements. An example of media buying could be the advertising agency interested in
placing Marks and Spencer’s adverts onto television and negotiating a fair, reasonable price
for the time and space the adverts will be taking up. The advertising agency for the Marks &
Spencer’s campaign will also have a role of advertisement design. This is where they will be
Page 1 of 4
