P3- can be done by advertising online, on social

P3-
Explain the role of advertising agencies in the development of a successful
promotional campaign.

Advertising agencies create and develop adverts
for companies. Businesses will pay these advertising agencies a certain amount
of fee for them to advertise their company. The competition between advertising
agencies is fierce; this means advertising agencies will have to be very good
to compete with each other in the market. The role of advertising agencies is
to persuade and pass the information to the audience. This can be done by
advertising online, on social media, on TV, radios and Newspapers and
magazines. Adverting agencies handle all the advertising aspects, such as
researching, planning and creating it.

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Apple’s
advertising agency is TBWA who is a global advertising agency who advertise
many well-known companies. Apples advertising agency offer the following services;

·        
Media buying- Apple’s advertising agency (TBWA) will decide the best advertising
option is best for the products. For example, the iPhone X was advertised
online and on TV as a lot of consumers for the iPhones are into technology,
hence it was advertised a lot online.  They
will be matching demographics of a product with the demographics of a medium;
TV, online, newspaper and magazines. After matching the demographics they will
produce the right advertisement.

·        
Advertisement design- TBWA will
create the appropriate advertisement for the product. For example, the iPhone X
is a product sold by Apple, therefore they will have to advertise it with the
features it has. There are many phones available in the market; therefore, TBWA
will have to make create an advertisement specifically for the iPhone by
discussing its features with Apple. The agency will combine the following
three; graphic design, copywriting and typography, so that they can design the
best and appropriate advert. Copyright will have to be considered because when
making the advert, TBWA may use songs or pictures, which they themselves did
not create, and it is not an original copy. Therefore, they will have to
reference it and give credits to the original creator so that they do not fall
under copyright. The way the advertised is designed plays a huge role in the
promotional campaign. This is because people will see the advert and determine
if it is professional or not.

·        
Advertising production- developing
online, TV and radio adverts are more expensive than print-based advertising
like newspapers and magazines. TBWA will discuss the advertising production for
the iPhone X with Apple to get the best deal. The agency will be working
together with Apple to identify a concept that the client is happy with. After
Apple agrees with the concept the agency will go ahead producing the advert. The
agency will give Apple the script on paper and get it approved by Apple so that
they have the correct information. Once Apple has officially approved the
script Apple will go ahead making the advert for the iPhone X. This will help
Apple to have a successful promotional campaign

·        
Engaging the target audience- the agency
will do market research to find its target audience; they cannot build their audience
without knowing who they are. The audience can differ in age, gender, location.
A target audience is a specific group of people within the market, which the promotion
is aimed at. TBWA will either do primary research or secondary research to collect
valuable information so that they can have a successful promotional campaign. The
agency can do market research or field marketing activities, to engage with their
audience and understand them. For example, Apple wants to improve their new iPhones
and suit the needs of the consumers, by doing some research like surveys and questionnaires
they can find out the needs of the customers. There are many ways of researching;
by using the appropriate form of research, Apple can develop a successful promotional
campaign.