Daniel Watler Wednesday, January 25, 2017
Unit 9: Creatie rrduct rrmrtrn
Criteria Brief
3 - Explain the rrle rf adiertsinn anencies in the deielrpment rf a successful prrmrtrnal campainn
M2 - Explain the adiantanes and disadiantanes rf usinn prrfessirnal anencies in ensurinn prrmrtrnal
success
Scenario
Yru haie been asked tr lrrk intr the functrns rf an adiertsinn anency and hrw it minht help
rrnanisatrns with the creatrn rf their prrmrtrnal campainns.
Task 3 – P3 M2
Chrrse seien functrns rf an adiertsinn anency and explain, usinn pictures if applicable, hrw an anency
can help in makinn a prrmrtrnal campainn successful.
Create a table crmparinn the adiantanes and disadiantanes rf usinn an adiertsinn anency rr an in-
hruse team. Yru shruld crnsider the frllrwinn criteria:
Crst
Results
Crnfidentality
Expertse
Speed rf deliiery
Business knrwledne
ane 1 rf 6
, Daniel Watler Wednesday, January 25, 2017
Unit 9: Creatie rrduct rrmrtrn
In this assinnment I will be rutlininn and describinn the seriices that adiertsinn anencies such as Think
Zest prriide frr businesses. I will then describe the benefits and drawbacks rf usinn these seriices in
rrder tr eialuate the efectieness rf them.
Advertising agencies
These businesses are used rn a larne scale frr thrse with the intent rf creatnn hinher amrunts rf
demand frr a prrduct rf seriice. ‘Adiertsinn anencies are nrt deemed anents rf the adiertsers,
because they act as principals frr the seriices they buy rn behalf rf their clients.’ [1]. There are 2 types
rf anencies, these are;
Full service
These anencies haie a iery brrad understandinn rf the adiertsement prrcess and are able tr
rfer all seriices a business reuuires tr make a successful marketnn campainn. gaiinn all these
seriices rfered frrm rne business can be iery beneficial renardinn the successfulness rf an
adiertsement as crmmunicatrn is made iery easy and there is a nrrd understandinn rf ability
within the business.
Limited
These anencies specialise in rne sectrn rf the adiertsement prrcess such as adiertsement
desinn rr media buyinn. This cruld either be due tr an expertse in this area, lack rf resrurces,
hinh demand rr a crmbinatrn rf the lrt. If a business was tr use rne rf these anencies then the
rther prrcesses inirlied with adiertsement wruld either need tr be perfrrmed by the
business, rr thrrunh rther anencies which can be mrre crst-efcient.
Services provided
They prriide a iariety rf seriices frr businesses all with the intent rf increasinn either demand rr
knrwledne frr a prrduct, seriice rr brand. The techniuues rf adiertsement they use are;
Commission’s research and surveys
This is usually rne rf the first thinns an anency will dr tr haie a nrrd idea rf the demrnraphics
within a certain area. This allrws the business that the anency is wrrkinn with tr nrt rnly beter
suit their adiertsements tr their tarneted audience, but alsr allrws them tr enter new markets
a lrt mrre smrrthly. This prrcess can help with brth market deielrpment and diiersificatrn as
they haie beter knrwledne rf the market the business is enterinn intr. By knrwinn the
demrnraphics rf an area it allrws adiertsement tr be mrre efcient as the audience can be
beter tarneted which is why this prrcess is such a beneficial seriice.
Create new promotional ideas
This techniuue is usually used tr increase sales frr a selected prrduct rr nrrup rf prrducts. They
can achieie this increase thrunht a iariety rf methrds but tailrr the methrd tr the business
they are wrrkinn with tr ensure crst and tme efciency is kept at maximum. An example rf the
prrmrtrnal ideas an adiertsement anency wruld sunnest tr a business wruld be tr rfer free
samples within strres in rrder tr brrst brth custrmer relatrnships and sales.
Designs advertisements
This is rne rf the mrst beneficial seriices businesses such as Zest rfer, this means that the
anency wruld be in charne rf brth decidinn the mrst crst efcient frrm rf adiertsement (print,
radir, teleiisirn and internet) and the actual desinn rf these adiertsements. Tr dr this they will
take intr accrunt all factrrs listed by the business tr be implemented intr said adiertsement,
then thrrunh a crllabrratrn with the brth businesses they can crme tr a decisirn rn hrw the
adiertsement will lrrk tr ensure it ennanes their tarneted market.
ane 2 rf 6
Unit 9: Creatie rrduct rrmrtrn
Criteria Brief
3 - Explain the rrle rf adiertsinn anencies in the deielrpment rf a successful prrmrtrnal campainn
M2 - Explain the adiantanes and disadiantanes rf usinn prrfessirnal anencies in ensurinn prrmrtrnal
success
Scenario
Yru haie been asked tr lrrk intr the functrns rf an adiertsinn anency and hrw it minht help
rrnanisatrns with the creatrn rf their prrmrtrnal campainns.
Task 3 – P3 M2
Chrrse seien functrns rf an adiertsinn anency and explain, usinn pictures if applicable, hrw an anency
can help in makinn a prrmrtrnal campainn successful.
Create a table crmparinn the adiantanes and disadiantanes rf usinn an adiertsinn anency rr an in-
hruse team. Yru shruld crnsider the frllrwinn criteria:
Crst
Results
Crnfidentality
Expertse
Speed rf deliiery
Business knrwledne
ane 1 rf 6
, Daniel Watler Wednesday, January 25, 2017
Unit 9: Creatie rrduct rrmrtrn
In this assinnment I will be rutlininn and describinn the seriices that adiertsinn anencies such as Think
Zest prriide frr businesses. I will then describe the benefits and drawbacks rf usinn these seriices in
rrder tr eialuate the efectieness rf them.
Advertising agencies
These businesses are used rn a larne scale frr thrse with the intent rf creatnn hinher amrunts rf
demand frr a prrduct rf seriice. ‘Adiertsinn anencies are nrt deemed anents rf the adiertsers,
because they act as principals frr the seriices they buy rn behalf rf their clients.’ [1]. There are 2 types
rf anencies, these are;
Full service
These anencies haie a iery brrad understandinn rf the adiertsement prrcess and are able tr
rfer all seriices a business reuuires tr make a successful marketnn campainn. gaiinn all these
seriices rfered frrm rne business can be iery beneficial renardinn the successfulness rf an
adiertsement as crmmunicatrn is made iery easy and there is a nrrd understandinn rf ability
within the business.
Limited
These anencies specialise in rne sectrn rf the adiertsement prrcess such as adiertsement
desinn rr media buyinn. This cruld either be due tr an expertse in this area, lack rf resrurces,
hinh demand rr a crmbinatrn rf the lrt. If a business was tr use rne rf these anencies then the
rther prrcesses inirlied with adiertsement wruld either need tr be perfrrmed by the
business, rr thrrunh rther anencies which can be mrre crst-efcient.
Services provided
They prriide a iariety rf seriices frr businesses all with the intent rf increasinn either demand rr
knrwledne frr a prrduct, seriice rr brand. The techniuues rf adiertsement they use are;
Commission’s research and surveys
This is usually rne rf the first thinns an anency will dr tr haie a nrrd idea rf the demrnraphics
within a certain area. This allrws the business that the anency is wrrkinn with tr nrt rnly beter
suit their adiertsements tr their tarneted audience, but alsr allrws them tr enter new markets
a lrt mrre smrrthly. This prrcess can help with brth market deielrpment and diiersificatrn as
they haie beter knrwledne rf the market the business is enterinn intr. By knrwinn the
demrnraphics rf an area it allrws adiertsement tr be mrre efcient as the audience can be
beter tarneted which is why this prrcess is such a beneficial seriice.
Create new promotional ideas
This techniuue is usually used tr increase sales frr a selected prrduct rr nrrup rf prrducts. They
can achieie this increase thrunht a iariety rf methrds but tailrr the methrd tr the business
they are wrrkinn with tr ensure crst and tme efciency is kept at maximum. An example rf the
prrmrtrnal ideas an adiertsement anency wruld sunnest tr a business wruld be tr rfer free
samples within strres in rrder tr brrst brth custrmer relatrnships and sales.
Designs advertisements
This is rne rf the mrst beneficial seriices businesses such as Zest rfer, this means that the
anency wruld be in charne rf brth decidinn the mrst crst efcient frrm rf adiertsement (print,
radir, teleiisirn and internet) and the actual desinn rf these adiertsements. Tr dr this they will
take intr accrunt all factrrs listed by the business tr be implemented intr said adiertsement,
then thrrunh a crllabrratrn with the brth businesses they can crme tr a decisirn rn hrw the
adiertsement will lrrk tr ensure it ennanes their tarneted market.
ane 2 rf 6
