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Business organisations often use professional specialist agencies to help them produce an effective campaign that will achieve the promotional objectives. A good campaign must also use the right media.

Explain the role of advertising agencies in the development of a successful promotional campaign. (P3). •Benefits of using professional advertising agencies (M2) •Explain the reasons behind the choice of media in a successful promotional campaign (P4) •Evaluate an existing national marketing campaign (D2)

2.1 Explain how professional advertising agencies can contribute to the promotional success of a selected product. (include in your answer a couple examples of the advertising used in the Orange Wednesday campaign (P3)

2.2 Explain the advantages and disadvantages of using professional agencies in ensuring the promotional success. (Remember, not all advertising campaigns are successful and advertising agencies can significantly affect whether the campaign is successful or not. There a disadvantages to using an advertising agency, which need to be carefully considered) (M2)

2.3 Explain the general factors that have to be considered when selecting appropriate media for a successful promotional campaign (include in your answer an explanation of the choice of media for the ‘Orange Wednesday’ campaign ). (P4)

2.4, Evaluate fully an existing national marketing campaign. (Evaluation is about considering in detail the advantages and disadvantages of something and coming to conclusions as a result of this analysis. Was the campaign worth the effort?) (D2)


Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief (P5)

Provide a rationale for the promotional campaign (M3)

Scenario: Due to large commitments at Red Agency you have been asked to participate in the creation and design of an ad campaign for a given product to meet...
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