Unit 9:

Creative
product
promotion
P3 & 4
Introduction (P3)
I will discuss why the role of advertising agencies is crucial for a successful campaign in this
assignment. Advertising companies are capable of generating advertisements, arranging
how, when, and where they will appear, and then delivering them to clients. An
advertisement can be created in a variety of ways, including radio, internet, and other
media, to help the client join the market they desire and be successful there.

Types of advertising agency

I'll be describing two different types of advertising agencies: limited service and full service.

Full service: During this time, the advertising agency is responsible for handling the
campaign's planning, production, copyright management, and design. However, they also
need to develop the concept for the advertisement. They offer enterprises the go-ahead to
function unhindered, combine themselves with other things, and expand. The full-service
agencies are substantial, handle all aspect of advertising, and include both department-
specific employees and a variety of expertise in their group. Data must be collected and
then analyzed for a successful advertisement on behalf of the agency. (Types of Advertising
Agencies, 2020)

Limited service: They only offer what their agency is an expert in, which sets their service
apart from full-service offerings. As a result, it means that although the client is fully
responsible for the promotional effort, they may also seek assistance from the advertising
firm at any time.
Because it doesn't disturb customers or businesses, the full service occasionally has a non-
limit budget, but the limited service occasionally has a firmer budget and requires assistance
from someone or an expert for the promotional campaign. (Types of Advertising Agencies,
2020)

Roles of advertising
Targeting audience: In addition to their other duties, advertising agencies also perform
market research, surveys, focus groups, and other tasks. This is crucial because it allows
them to decide which market to target with their promotional campaign or advertisement.
They carry out this market research in order to gauge how the general public will respond to
the campaign and what they will think of it. For instance, if an advertising agency like (AMV)
had a client, they would need the company that hired them to conduct surveys and
questionnaires, analyze the data, and then provide the client with an estimate of how the
promotional campaign will proceed. In order to continue with the campaign, they must
ensure that they have all necessary tools for gathering information. (Roles And
Responsibilities Of An Advertising Agency, 2021)

Media planning and buying: The agency's primary responsibility in the media buying
function is to negotiate costs and the location where the advertisement will be displayed.
They must make sure they secure a fantastic location at a great value that pleases the
customer in this role. If Coca-Cola, for instance, wanted to market their business, they could
ask the advertising agency to bargain with someone to buy or rent billboards at a lower
price because that's where they would most likely advertise. Media planning, to put it
simply, is the process by which the agencies choose where, when, and how they will
promote. (Roles And Responsibilities Of An Advertising Agency, 2021)

Public relations: Public relations is a further service provided by advertising companies; it

assists businesses in better understanding what the general public wants and fosters
positive associations, both of which are essential for growth and success. When a business
uses public relations, they can do so in a variety of ways, including social media (Instagram,
Facebook, Twitter, and others). They use these platforms because they allow them to target
users of various ages, which will help them run a very successful marketing campaign
because when users view it, the business will gain from it. (Roles And Responsibilities Of An
Advertising Agency, 2021)

Advertisement design: Because the advertisement was prepared by the creative

department, which deals with graphic design, copyright, and typography, the agencies use
this service to ensure that they can deliver the client a flawless design of the commercial.
The use of copyright is essential to ensure that the company's logos and slogans are
safeguarded; otherwise, the client or business may file a lawsuit against the agency.
Because consumers are usually interested in the smallest details in designs, the agency
should also take into account the brand values and make the most of the client's or
business' brand. (Roles And Responsibilities Of An Advertising Agency, 2021)

Now I'll discuss some of the advertising strategies used by these companies
to market the goods and services of their customers.

Social media advertising

Through social networks like Facebook, Twitter, and
Instagram, you may reach your target audience with
sponsored commercials via social media advertising.
Social media ads are a quick and effective way to grow
your marketing operations and reach your target
demographic. (Social Media Advertising, n.d.)
Utilizing a number of data sources, advertisers are able to provide individualized
information to their consumers and hyper-target them depending on demographics and
user activity. When a brand is exposed to an audience on social media, advertisers may see
an increase in interactions and conversions. Social media marketing are very reasonably
priced and offer fantastic returns on investment. (Social Media Advertising, n.d.)
Social advertising is essential if you want to quickly reach new target markets. A growing
number of companies, including the best-performing brands in the world, are using social
media advertisements to build their brands and draw in new clients. If you want to maintain
a competitive edge, it's essential to comprehend how these adverts work and how they
might benefit your company. (Social Media Advertising, n.d.)
Here is an example of social advertising method used by Coca-Cola:

There are different types of social media ads:

Static image ads

Because they allow you to present your products or services in a beautiful way, photos are
widely used in social media advertising. Photo advertisements are likely to be more
successful since people are more likely to be drawn to images than to words. Furthermore,
"Shop Now" buttons in photo advertisements can direct customers to your website for a
quick transaction. When using photo
ads as part of your marketing strategy,
be sure to offer high-quality photos and
keep your advertising consistent with
your original content. (Social Media
Advertising, n.d.)

Video ads
Similar to photo advertisements, video advertisements should have visually appealing
content. You only have a brief window of time to keep audiences engaged in your films
because so many people prefer to watch short-form video advertisements. On social media
platforms like Facebook and Instagram, users may quickly view and interact with short films
as they go through their feeds. (Social Media Advertising, n.d.)

Stories ads
Stories advertising is a feature that is
available on social media sites like
Instagram, LinkedIn, and Twitter. These
adverts are full-screen and are displayed
for a set amount of time, depending on
the platform and the type of
advertisement. Photos used in Facebook
stories can only be viewed for six
seconds, however films can last up to
fifteen. Advertising on Instagram Stories
for both images and videos can last up to
120 seconds. The advertiser's website can
frequently be accessed by users by
swiping up on these ads. Advertisers can
promote limited-time deals on goods and services by utilizing the 24-hour viewing limit on
Stories advertising. (Social Media Advertising, n.d.)

Digital advertising
Digital advertising refers to marketing that takes place on websites, through streaming
media, and other online means. Digital advertisements typically use a variety of media
types, such as text, images, audio, and videos. They can help you accomplish a variety of
company goals within the marketing funnel, including as brand recognition, customer
involvement, the launch of new products, and repeat business. Digital advertising is still a
very young industry when compared to more established forms of media like magazines,
billboards, and direct mail. Along with how they sound and look, ads have evolved in terms
of how they are produced, promoted, and evaluated.(What is Digital Advertising?, 2020)

different types of digital advertisement:

1. Search Engine Marketing
There is no doubt that the Internet's use of Google (and other search engines like Bing and
Yahoo) as a resource for inquiries is a hallmark of the digital shift. On average, 75,000
searches are done on Google every second. The Search Engine Marketing approach
distinguishes out among the choices for online advertising in two key ways given that
92.07% of users select this page, which is the most frequently used for surveys: Search
engine optimization (SEO) and sponsored content. (What is Digital Advertising?, 2020)

https://rockcontent.com/wp-content/uploads/2020/03/sem.png.webp

2. Display advertising
 3. Utilizing the display requires creating text and images that will catch the user's
attention; this is more in line with the idea of traditional advertising. The most
common tactic is to use banner ads and ad slots on websites that are specifically
targeted to your audience. For example, the pages of a sports news portal can be a
wonderful place to display advertisements for one e-commerce of sports content. It
performs in a manner that is quite similar to that of an advertisement on a
newspaper or magazine page. It might not be as effective when we talk about
making an influence on a very dispersed audience. (What is Digital Advertising?,
2020)

https://rockcontent.com/wp-content/uploads/2020/03/advertising.png.webp

Introduction (P4)
I'll discuss which mediums are best for promoting the goods and services in this task, along
with their benefits and drawbacks.

Coca-Cola used a variety of media for its advertising campaign, including print media,
television, movie theaters, billboards, and the internet. When attempting to construct a
successful promotion strategy, there are numerous reasons to use various media formats.
Seven different considerations must be taken into account when making the choice. These
elements include the campaign's goals, the budget's impact on coverage, the appeal's target
audience.

Objectives of the campaign

To make sure the marketing campaign
achieves its goals, the campaign's objectives
must be taken into consideration. The goal
of the Coca-Cola Life campaign was to make
the product known to UK residents. In order
to ensure that consumers are aware that the
product exists and why they should own it,
an introduction needs to demonstrate both
the product and its distinctive value
proposition. The initial effort to raise
awareness shouldn't be extremely
sophisticated to avoid overwhelming people with information that they won't remember,
which would make it a failure. Coca-Cola uses a variety of media for their advertising
campaigns, as was already established. This was done to make sure they could raise
awareness across a wide range of UK citizens. (Decoding the Secret Behind Coca-Cola's
Marketing Strategy and Campaigns, 2022)

Budget vs coverage
The budget vs. coverage balance needs to be
considered in order to prevent financial
outlay waste and to guarantee that the
campaign causes customers to want to spend
money on the items. Coca-Cola can spend a
lot of money launching a new product thanks
to its scale, but it does not want to spend
money advertising in or on places where few
people will see it. Because it is very simple for advertisements to get lost among the clutter
and because there is a predetermined format that the advertisement must adhere to, Coca-
Cola, for example, would not bother utilizing directories to sell their product. (Decoding the
Secret Behind Coca-Cola's Marketing Strategy and Campaigns, 2022)

Target audience
The target audience may play a significant role in how
businesses choose to use media. Coca-Cola set out to
target a large number of people in order to attract
new customers since they wanted their new product
to appeal to as many people as possible. Although
Coca-Cola uses national newspapers to promote to a
wide range of individuals and also reaches an age
group that may not have access to the internet, targeting many different types of people
can be an expensive endeavor. (Decoding the Secret Behind Coca-Cola's Marketing Strategy
and Campaigns, 2022)
Coca-Cola also made careful to cater to those who wanted to test a healthy alternative to
traditional Coca-Cola. As a result of the fact that different geographical regions had varying
levels of health consciousness, they took this in mind as they developed their advertising
techniques. Coca-Cola can alter its advertisements according to the region by using
billboards, television, and the movies, and it can even choose not to spend money on
advertising in some places because it believes that not enough members of the target
market would see the advertisement. (Decoding the Secret Behind Coca-Cola's Marketing
Strategy and Campaigns, 2022)
Choice of media that are most suitable for the product or services to be promoted
following with their drawbacks and benefits

Media Benefits Drawbacks Type of

product/service
Televisio  greater  Costly  Products with
n ads audience size  The color and
 Transmits the advertisement is creativity
message only running for  Drinks/beverages
through a limited period  Food products
sound, motion, of time.  Electronics
and sight  May not make
 can draw the point clear
interest
Billboard  Hugely eye-  may not  promotions for
ads catching with specifically well-known
vibrant target a market products
graphics  Contains little  fewer details
  Aims at a information available for new
variety of  Visibility goods
markets problems
 effective for
raising brand
awareness
 Radio ads  Can be  inadequate  Products that are
affordable eyesight on sale
 Ads are picky  Lack of  Special offers on
 Ads are attention products
adaptable  Listeners'  Events taking
decomposition place

Internet  superior ability  dense network  Products and

 Can  Easily services of all
accomplish the disregarded kinds that
goal  aggressive directly notify
 superior rivalry customers
quality

Television
Coca-Cola has seen television advertising in many
countries. Coca-Cola airs a range of commercials
in different countries. These advertisements were
created with the local culture in mind to prevent
any miscommunications brought on by cultural
variations between nations. (Coca-Cola's
Marketing, 2021)
One of the latest ads by Coca-Cola: https://youtu.be/MFPKos3BLD4

Billboards
Additionally used extensively as a crucial
component of the Coca-Cola advertising
campaign are posters and billboards.
Around the world, billboards are
frequently erected alongside roads, in big
towns, and even in some remote areas.
However, you often see posters in stores,
restaurants, and on public transportation.
(Coca-Cola's Marketing, 2021)
Radio
Even though Coca-Cola radio commercials frequently only last a few seconds, they are
believed to be successful at increasing brand awareness and consumer loyalty. (Coca-Cola's
Marketing, 2021)

Internet
The internet is a further medium on which numerous
Coca-Cola advertising are displayed. The brand
specifically uses banners, pop-up ads, on-site
sponsorships, and a variety of other online
advertisements in large quantities on tens of
thousands of websites around the world. Users can
share their Coca-Cola-related stories on a number of
forums and websites that are specifically for Coca-Cola
supporters. (Coca-Cola's Marketing, 2021)

Movie theaters
In general, there are primarily two methods that Coca-Cola is
promoted in motion pictures. Before every movie in theaters,
Coca-Cola video advertising are first presented. The second
tactic is product placement, when Coca-Cola appears in a movie
at some point and is drunk by the lead character to maximize
the placement's impact. (Coca-Cola's Marketing, 2021)

References
Coca-Cola's Marketing. (2021, 2 5). Retrieved from linkedin: https://www.linkedin.com/pulse/coca-
colas-marketing-communication-strategy-critical-analysis-pragya

Decoding the Secret Behind Coca-Cola's Marketing Strategy and Campaigns. (2022, 2 22). Retrieved
from startuptalky: https://startuptalky.com/coca-colas-marketing-strategy-campaigns/

Roles And Responsibilities Of An Advertising Agency. (2021, 10 25). Retrieved from

publicmediasolution: https://publicmediasolution.com/blog/roles-and-responsibilities-of-an-
advertising-agency/

Social Media Advertising. (n.d.). Retrieved from sprinklr: https://www.sprinklr.com/cxm/social-

media-advertising/

Types of Advertising Agencies. (2020). Retrieved from mbaknol:

https://www.mbaknol.com/marketing-management/types-of-advertising-agencies/

What is Digital Advertising? (2020, 5 31). Retrieved from rockcontent:

https://rockcontent.com/blog/what-is-digital-advertising/