Unit 9

To: Mr Lall

From: Zarah Asab

Task 3 (P3), Explain the role of advertising agencies and the media in the development of a successful promotional campaign

Advertisements are one of the best ways to promote goods and services of any organization. With an effective and successful advertising campaign, organizations not only leave a strong impact on their customers but also communicate the company’s philosophy in an effective manner. Nowadays advertisement plays a key role in order for any company or product to succeed the advertisement must deliver our powerful message which attracts the consumer’s attention.

Using the “Every Little Helps Campaign”, describe how advertising agencies and the media have helped make it a success.

You will need to think about the following things and write a paragraph on each of them.

• Advertisement design

• Copywriting,

• Graphic Design,

• Typography,

• Production, in house vs. outsourcing.

• Types of media used

Advertisement design

The agency will combine copywriting, graphic design and typographic to design an advertisement. This will require the agency to interpret and build on the brand value and use the businesses branding appropriately. Within businesses advertising design/ concept is always related to the business, this is because the customers must know which company the advertisement is from. This will allow the customers to know what the company is based on and what they are selling.

Copywriting

Advertising copywriters generally work alongside an art director within the creative department of an advertising, media or full-service agency. They work with client briefs to conceive, develop and produce effective advertising campaigns. The art director deals mainly with the visual images of the advertising campaign while the copywriter provides the verbal or written ‘copy’. This may include creating slogans, catchphrases, messages and strap lines...