Overall professional advertising agencies can contribute to the success of a marketing campaign in their own ways. They are able to help the business along the way, guiding them down the right paths to create their successful campaign.
2.2.2 - How the selection and use of media contributes to a successful campaign
There are many different types of media that companies can use to have a successful campaign for advertising certain products.
Some of these mediums used for advertising can be:
* Internet - Websites/Emails/Pop-Ups
* Direct Mail
* Display Advertising - Posters/Billboards
* Word of mouth
If a company has a lot of money to spend on advertising then they could afford to use more than one method of advertising, such as TV and Radio, or Display Advertising and Websites.
Firstly, the company needs to decide who there main target audience is. When they have decided this, then they can go about finding out which method of advertising is most suitable for the audience they are targeting. For example, if the target audience is females ages 16-20, then the most popular form of advertising would probably be the Internet or Television at the right times of the day for the audience.
I will now go into some detail about each for of the above stated examples of advertising.
This form of advertising is one of the most popular types of advertising, because of its extremely broad audience range. Most people have televisions in their house, and at some time or another, will watch adverts. People subconsciously take in messages from adverts, even though they may not realise it. Television is an expensive way to advertise, especially if you want your advert to be seen in prime time hours by the most people in your target audience. It is very important if using television to advertise that your advert is seen by the right people at the right time. There is no point paying a lot of money to have your advert seen, but then no one sees it because it is at the wrong time. To decide upon the right time to put your advertisement on the TV, you need to clarify your target audience.
Radio is another form of popular advertising, because people concentrate on it more perhaps because they are not watching anything, just listening to what is being said. Radio is supposed to be four times more successful, in the long term at generating a message than TV so radio might be quite a good form of advertising for a company to use. Like TV, it is important that your message gets heard by the right people at the right time. There is no point paying lots of money to have your advert heard by young people if it is played during the day, when perhaps they will be at school.
There are quite a few forms of internet advertising, such as the companies own website, pop-up ads for their company which could appear on someone's screen when they reach a certain website, or emails which the company send out to people on their 'mailing list'. A mailing list is basically a database of customers which a company has, to which they send out the products or offers, on a set basis (for example, every week or every month). These customers receive the latest information first hand, before everyone else gets a chance to.
Websites are a good way for a company to advertise their business, as it is available to the whole world, so any one could see about their company.
Internet is becoming very popular, and it will soon take over other forms of printed media (such as leaflets and flyers). It costs a lot of money to set up properly on the internet, but when it is done, there will be a lot of benefits from the main cost start up costs.
The internet is a good way to advertise, especially by emails, as they are sent to you and they will stay there, so you can always look back to them, unlike TV and Radio where if you miss it, then that's it.
This is a form of advertising where a leaflet or flyer is sent out to customers or anyone who could be a potential customer for the business. Direct mail is supposed to generate a direct response to the recipient. This form of advertising may not be very successful because a lot of people just throw away the leaflets they found slotted inside their newspaper, without really looking at them or taking the message in.
This can be in the form of posters (such as on the side of buses) or billboards. This form of advertising is quite popular as it is seen by a lot of people. People take in advertisements they see without even realising it, when they are waiting for a bus, or driving down the road, so this is a good method of advertising to use, but not if you want to send a big message across to the public. The main reason for this is that the advert, or yourself is moving so you cannot concentrate too much on what is being said, but you can get the main part of the message by just quickly looking.
Word of mouth:
This form of advertising can be really good publicity for a company. If a friend of yours recommends a certain shop or product at that shop personally to you, then you are likely to go there because someone you know has said something to you about it. People are more likely to listen to their friends or family, than someone they do not know working for that company.
Like I have said already, how the company uses their money to make the most successful campaign is very important. They would need to
2.2.3 - The advantages and drawbacks of using a professional agency in promoting a product
If a company has decided to use a professional agency in promoting a product, there are many advantages and drawbacks in doing so.
Professional agencies are experienced. They have specialist qualified staff for different kinds of promotional campaigns, and can supply a business a person who is perfect for the type of campaign they are after. They know what they are doing, and how to do it well. They will be able to give the company expert advice on media planning. Agency staff has wider experience in the field of promoting product
Can give the company ideas
Agencies are used to helping companies to advertise better, so therefore they can help the business and give them ideas to improve their current promotional campaign, or to start a brand new one.
Connections with other advertising agencies
They will be in contact with other advertising agencies, if perhaps the advert is not going to plan, or if they need help in completing something. The agency will have broader contacts
Can provide celebrities
A professional agency has contacts and if necessary they could bring in a celebrity with good status to appear in adverts or similar. This helps the company because they celebrity has a good name and it will bring a reputation to their company, and would attract more customers to their stores, knowing the publics favourite celebrities are interested in the stores.
Saves the company time
By using a professional agency, a business can save a lot of time.
Cost a lot of money
Using a professional agency to help promote a product costs a lot of money, and sometimes companies do not have that amount of money to spend on promotional campaigns. Part of this could be an advantage, as although they are costing a lot of money, they could attract a lot more customers, than if they designed the promotional campaign themselves.
Might not turn out how expected
There is always a risk involved in getting someone else to design a promotional campaign for you, and it might not turn out how you wanted it to. Might not get a full understanding of what goes on inside the business as they are external to the business.
You might not get what you want out of the promotional campaign. The advertising agents could change something to the way they want, but it turns out wrong, so the company do not get what they ask for, and the agents messed up. EXPLAIN!
Might provide the same service to competitors
The agency might give two companies the same information and this would result in two competitive companies having very similar advertisements, which would not help with competition, as the public would not know what was going on with the promotions.
Vital information may be given away
The advertising agent might accidentally give away important information to a competitive company.
Unit 3 - Creative Product Promotion