Scenario:
You work for a local car hire firm that has a small/medium promotional budget. The business has decided that it wants to raise awareness of its services. Businesses often use specialist agencies to help them produce effective campaigns to achieve their promotional objectives. You have decided to appoint an advertising agency to help you develop an effective promotional campaign.
A local café has been refurbished by the existing owners with an “Italian coffee” theme. The owner wants to attract more people to pop into the café for their breakfast as well as lunch. The timescale for the promotion is for the opening month. The available budget is £2000
Task 1:
For this task, you need to describe the role of an advertising agency and the part it plays in the creation of an advertising campaign in your organisation. You will also explain how the selection and use of media contributes to a successful promotional campaign in your chosen organisation.
For this task you need to design a promotional campaign for the café that meets the needs of the campaign/creative brief. For the promotional campaign, your design should follow from its associated campaign/creative brief. In designing your campaign, you should apply what you have learned about target marketing and the promotional mix.
Task 2:
For this task you need to explain the advantages and disadvantages of using professional agencies in ensuring promotional success. Not all advertising campaigns are successful and advertising agencies can significantly affect whether the campaign is successful or not. There are disadvantages to using an advertising agency for example, cost, accountability and confidentiality.
You need to provide a rationale or reasoning for the promotional campaign, explaining why it is expected to achieve its goals and why the campaign is taking place. For example, ask yourself why you think the organisation believes that the campaign will achieve its goals.
Task 3:
You should choose a national marketing campaign that is of interest to you and one where you can access good information. Then evaluate whether you think it has been successful or not. Evaluation is about considering in detail the advantages and disadvantages of something and coming to conclusions as a result of the analysis. You should try to work out whether the campaign was worth the effort.