Suggested structure:

1
P3 Explain the role of advertising agencies in
the development of a successful promotional
campaign

• Suggested structure
• Introduction Early on in planning a campaign,
  Orange must choose between an in-house team or
  outsourcing to an agency Your report will explain
  the role of advertising agencies, blah blah
• Main Body - The Contribution of Advertising
  Agencies
• Describe the role of full service agencies and
  limited service agencies and the sort of
  contribution they could make to a future campaign
  for Orange.
• BEFORE YOU GET STARTED You should review
  Oranges website and other sources to identify
  the sort of campaigns Orange usually run and to
  select a product or service they may wish to
  promote.

2
M2 Explain the advantages and disadvantages of
using professional agencies in ensuring
promotional success

• Suggested structure
• Introduction - briefly describe the role of an
  advertising agency in contrast to Oranges
  in-house marketing team.
• Main body
• explain (in detail) the benefits advertising
  agencies could offer Orange over their in-house
  team.
• acknowledge the disadvantages/limitations of
  agencies by explaining these too.
• Conclusion no recommendation is needed, so just
  briefly sum up

3
Advantages of using in-house teams(and thereby
the disadvantages of agencies)

• Cost
• Confidentiality
• Commitment
• Accessibility
• Industry/market expertise
• Speed

Despite these advantages offered by in-house
team, in many cases advertising agencies can be
far more cost effective overall due to the
advantages they can offer..
4
Advantages of using agenciesltThese need to be
fully explained to meet the M2 criteriagt

• Access to wider market studies/research
  (subscribe to market data providers e.g. MINTEL,
  Ipsos MORI)
• Greater awareness of wider trends (social,
  technological, fashion, etc)
• Better able to come up with new/fresh ideas
  (experience of working in other industries and
  markets)
• Wide range of experts and specialists (team
  members can be hand picked to best meet the needs
  of the project)
• Greater purchasing power (due to economies of
  scale e.g. buying media space in bulk)

The bigger the scale and cost of the planned
campaign, the more the advantages of an agency
are likely to outweigh those of in-house
operations
5
P4 Explain the reasons behind the choice of
media in a successful promotional campaign

• Revisit the Nivea or Diet Coke case study, or
  find a campaign example of your own
• Suggested structure
• Introduction outline the purpose of your
  article and the campaign you will be examining
• Main body
• Set out the campaigns objectives and target
  audience
• Explain the rationale behind promotional media
  they chose
• Refer to choices of local, regional, national,
  international media
• Refer to cost versus coverage of the audience
• Refer to timing, circulation, readership
• Refer to suitability of the method to the
  message/objectives
• Conclusion no recommendation is needed, so just
  sum up