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 Oranges 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 Oranges 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)
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 campaigns objectives and target audience Explain the rationale behind promotional media they chose:
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