P3
Explain the role of advertising agencies in
the development of a successful
promotional campaign
Suggested structure:
Introduction – Early on in planning a campaign, Orange must
choose between an in-house team or outsourcing to an agency Your
report will explain the role of advertising agencies, blah blah…
Main Body - The Contribution of Advertising Agencies
Describe the role of full service agencies and limited service
agencies and the sort of contribution they could make to a
future campaign for Orange.
BEFORE YOU GET STARTED: You should review Orange’s website
and other sources to identify the sort of campaigns Orange usually
run and to select a product or service they may wish to promote.
M2
Explain the advantages and disadvantages
of using professional agencies in ensuring
promotional success
Suggested structure:
Introduction - briefly describe the role of an advertising
agency in contrast to Orange’s in-house marketing team.
Main body
• explain (in detail) the benefits advertising agencies could
offer Orange over their in-house team.
• acknowledge the disadvantages/limitations of agencies by
explaining these too.
Conclusion – no recommendation is needed, so just briefly
sum up
Advantages of using in-house teams
(and thereby the disadvantages of agencies)
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•
•
•
•
•
Cost
Confidentiality
Commitment
Accessibility
Industry/market expertise
Speed
Despite these advantages offered by in-house team, in many
cases advertising agencies can be far more cost effective overall
due to the advantages they can offer…..
Advantages of using agencies:
<These need to be fully explained to meet the M2 criteria>
• Access to wider market studies/research
(subscribe to market data providers e.g. MINTEL, Ipsos MORI)
• Greater awareness of wider trends (social,
technological, fashion, etc)
• Better able to come up with new/fresh ideas
(experience of working in other industries and markets)
• Wide range of experts and specialists (team
members can be hand picked to best meet the needs of the
project)
• Greater purchasing power (due to ‘economies of scale’
e.g. buying media space in bulk)
The bigger the scale and cost of the planned campaign,
the more the advantages of an agency are likely to
outweigh those of in-house operations
P4
Explain the reasons behind the choice of media in
a successful promotional campaign
Revisit the Nivea or Diet Coke case study, or find a
campaign example of your own
Suggested structure:
Introduction – outline the purpose of your article and the
campaign you will be examining
Main body
• Set out the campaign’s objectives and target audience
• Explain the rationale behind promotional media they chose:
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•
•
•
Refer to choices of local, regional, national, international media
Refer to cost versus coverage of the audience
Refer to timing, circulation, readership
Refer to suitability of the method to the message/objectives
Conclusion – no recommendation is needed, so just sum up