Describe the role of advertising agencies and the media in the development of a successful promotional campaign.

Services that agencies provides

When a business chooses outsourcing option like Asda is to take on a full service which agency must provide a complete range of services such as the following:

• Medial planning_ is a decision that the media planning team will decide where they would represent and when they decide where for example on radio, television, magazines or newspaper they will buy the time in the radio or TV or space in the magazines or newspapers. This team’s aims in to achieve the target audience which is set for the products in a cost effective way and their facts of the media enables them to do this task successfully.
• Designing the advertisement- this department is responsible for coming up with ideas of promotional designs effectively. However this can be donning by using the effective words in the advertisement that can make the promotional more effective. They also need to choose the type style and the layout as well as using the attractive graphic designs.
• Producing the advertisement_ producing the advertisement is depending on what types of media that media planning team has chosen. In they have chosen to do the advertisement on TV they may need to go to studio for recoding the video and then to make it more attractive they will generate it in the computer and add some animations. They will also decide about the length of the clip for example 30seconds.
• Help in identifying the target audience_ this team will be looking at the type of consumers at which they can target their promotion to. However to make sure that they target the promotion to the right audience they use marketing research to find out more about the consumer.
• Providing public relations activity_ some agencies which provide full service it also includes the public relations service which writes press release and organises conferences as well as exhibitions.
• Providing direct marketing support_ some of the agencies have a direct team which makes suggestions to the clients about how to use direct personalised e.g. email. The direct response advertising in publication such as telemarketing.

As I have mentioned that there are two ways that business can choose to do their advertisement one to do it with agencies or do it them selves. Therefore some organisations may not to choose to give their work to agency and they prefer do it within the organisation. However using any of these two ways the business will face few issues whether they employ agency or to do it within the organisation team.  

• Cost_ advertising is costly even if the organisation to choose any of the two ways. Some organisations choose to do their promotional advertisement within the business because of its high cost. Therefore the business like Asda they would give their promotions to the agency such as MedisVest to do their advertisement in high standards. However this agency uses a variety method of advertisement such as TV, newspapers, magazines and flyers.       

• Confidentiality_  some of the organisations may not prefer to involve agency team because the company may have limited staff to be aware of their project. However Asda may have some confidential which wont employ any agency and the rest of their promotions agency will advertise for then

• Commitment_ agencies have more then one clients and they will have more demands which could make Asda to double think to employ the agency in order to do work together as a team for the advertisement because agencies would have more knowledge because the experience different types of advertising from different companies and products.

• Accessibility_ the companies which decide to worth on their advertisement them selves it is advantage is that they will have easy access to the team who are doing their advertisement and they can save time by travelling to agency’s office. However Asda would have some difficulty to meet their agency not as regularly as they may want to because they cannot spend all the time travelling and it also costs.

• Expertise_ sometimes Asda may think that their project is too complicated for agency to understand and they believe that it will take the agency to long to understand about the project.

• Speed of delivery_ Asda must plan their promotional actions in advance in case their face any problems they will be ready to sort it out. Asda will need to have a staff which can respond to any issue the company come across during the promotion advertising because if agency gets involve it will comes Asda high price.