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    Unit 9 Assignment 2 Final Version

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    Ovidiu Vintilă
    The document provides instructions for an assignment assessing understanding of the role of advertising agencies and the media. It consists of 3 tasks: 1) Produce a presentation describing the role of advertising agencies in developing a promotional campaign, considering media planning, production, identifying audiences, and public/direct marketing support. 2) Extend the presentation to explain the advantages and disadvantages of using a professional agency to ensure campaign success. 3) Produce a newsletter explaining the reasons for choosing certain media for the campaign, such as local vs national reach, and the role of the internet and direct communications. Evidence required includes a presentation and newsletter analyzing an example promotional campaign. The assignment assesses understanding of advertising agency roles and

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    Unit 9 Assignment 2 Final Version

    Uploaded by

    Ovidiu Vintilă
    245 views3 pages
    The document provides instructions for an assignment assessing understanding of the role of advertising agencies and the media. It consists of 3 tasks: 1) Produce a presentation describing the role of advertising agencies in developing a promotional campaign, considering media planning, production, identifying audiences, and public/direct marketing support. 2) Extend the presentation to explain the advantages and disadvantages of using a professional agency to ensure campaign success. 3) Produce a newsletter explaining the reasons for choosing certain media for the campaign, such as local vs national reach, and the role of the internet and direct communications. Evidence required includes a presentation and newsletter analyzing an example promotional campaign. The assignment assesses understanding of advertising agency roles and

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    The document provides instructions for an assignment assessing understanding of the role of advertising agencies and the media. It consists of 3 tasks: 1) Produce a presentation describing the role of advertising agencies in developing a promotional campaign, considering media planning, production, identifying audiences, and public/direct marketing support. 2) Extend the presentation to explain the advantages and disadvantages of using a professional agency to ensure campaign success. 3) Produce a newsletter explaining the reasons for choosing certain media for the campaign, such as local vs national reach, and the role of the internet and direct communications. Evidence required includes a presentation and newsletter analyzing an example promotional campaign. The assignment assesses understanding of advertising agency roles and

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    245 views3 pages

    Unit 9 Assignment 2 Final Version

    Uploaded by

    Ovidiu Vintilă
    The document provides instructions for an assignment assessing understanding of the role of advertising agencies and the media. It consists of 3 tasks: 1) Produce a presentation describing the role of advertising agencies in developing a promotional campaign, considering media planning, production, identifying audiences, and public/direct marketing support. 2) Extend the presentation to explain the advantages and disadvantages of using a professional agency to ensure campaign success. 3) Produce a newsletter explaining the reasons for choosing certain media for the campaign, such as local vs national reach, and the role of the internet and direct communications. Evidence required includes a presentation and newsletter analyzing an example promotional campaign. The assignment assesses understanding of advertising agency roles and

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 3

    Assignment title

    Unit 9 Creative Product Promotion


    Assignment 2: The Role of Advertising Agencies and the
    Media

    Assessor
    Date issued
    Hand in date

    October 2015
    w/c 16/11/2015

    Duration
    (approx.)

    6 hours

    Qualification
    suite
    covered
    Units
    covered
    Learning
    aims
    outcomes

    BTEC Level 3 Diploma/Diploma Business & Law/90 Credit Diploma

    Scenario

    Task 1

    Task 2

    Assessme
    nt date

    w/c 23/11/2015

    Unit 9 Creative Product Promotion


    LO3 Understand the role of advertising agencies and the media

    You are just starting out as an advertising agency trainee. You will
    initially need to review how other organisations organise their
    promotional campaigns. You will have to describe the role of
    advertising agencies and finally you will be required to design a
    promotional campaign.

    For this task you need to produce a presentation which


    describes the role of advertising agencies in the development of
    a successful promotional campaign of your choice. You need to
    consider the role of the advertising agency with regard to:
    media planning, e.g. designing the adverts, copywriting,
    graphic design, typography
    producing the adverts
    helping to identify the target audience
    providing public relations activity
    providing direct marketing support

    For the same campaign used in Task 1 extend your


    presentation to explain the advantages and disadvantages of
    using a professional agency in ensuring a successful promotional
    campaign

    Task 3
    Using the same campaign as in Task 1 you have now been asked
    to produce a newsletter to explain the reasons behind the
    choice of media. You need to consider the following:
    What types of media have been used in the promotional
    campaign? Are they local, regional, national or
    international? Why?
    Has it used terrestrial, satellite, digital, the internet, or any
    specialist media such as trade magazines? Why?
    Why has the company chosen the particular media?
    (Consider cost versus coverage;
    promotional objectives; target audience; focus of appeal,
    e.g. emotional, empathetic, intellectual; timing;
    circulation; readership.)
    What is the role of the internet in the promotional
    campaign? Why has this been chosen? (Consider
    disintermediation; direct marketing.)
    Have any one-to-one communications been used, e.g.
    mobile phones? Why have they been chosen as a suitable
    media?
    Evidence you
    must produce
    for this task

    A presentation
    A newsletter

    Criteria covered by this task :


    To achieve the criteria you must show
    Unit
    that you are able to:
    Explain the role of advertising agencies in
    9
    the development of a successful
    promotional
    campaign
    Explain the reasons behind the choice of
    9
    media in a
    successful promotional campaign
    Explain the advantages and
    9
    disadvantages of using
    professional agencies in ensuring
    promotional success
    Sources of information
    Textbooks:

    Criterion reference
    P3

    P4

    M2

    BTEC Level 3 National Student Book 1:


    (Level 3 BTEC National Business) by
    Catherine Richards, Mr Rob Dransfield,
    Mr John Goymer and Mr John Bevan (24
    May 2010)

    Websites:
    www.cim.com Chartered Institute of
    Marketing
    www.amazon.co.uk
    www.bbc.co.uk
    www.bized.ac.uk
    www.businessballs.com

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