Advertising and Promotion

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Theoretical Understanding and Practical Application Of
Advertising and Promotion in Business

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Theoretical Understanding and Practical Application Of
Advertising and Promotion in Business

Submitted by: ( Name) ID No. …….. ……………………….

Programme Title: Edexcel BTEC HND Certificate in Business (QCF)
Year: 2013/2014
Unit Title: Advertising and Promotion in Business
Unit No & Unit Code: Unit 5, Y/601/1000
Assignment No: 01
Level: Level 4 - HNC
Deliverer: Mr Richard
Assessors: Dr. Brian –
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Creative agencies
Creative agencies specialize in "creative" or design-based business models and are also known as a "creative boutique". Their basic interest is in the creation of the advertisement or branding. Other ("full-service") agencies offer design in conjunction with media buying. Media agencies concentrate on media buying. (In the 1990s, media and creative were often unbundled in the interests of economies of scale in buying media.
The client who chooses to use a design only based advertising agency must assume some of the advertising purchasing. These are activities that are routinely handled by an agency with a media buying option.
Specialized agencies
These agencies specialized in a particular activity of the whole communication process. They may specialize in certain functions (copy, art, media), audiences (minority youth) or industries (health, computers) or in a marketing communication area (direct marketing, sales promotion, public relation). These type of agencies may serve one client only.
In-house advertising agencies
An In-House agency is a team within a company that focuses on selling the company 's product; they will handle all aspects of the brand.
Search engine agencies
Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by some as "agencies" because they create media and implement media purchases of text-based (or image-based, in some instances of search marketing) ads. This
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