Your Project Brief!

Project Brief You have just taken on the role of Head of e-commerce at Greenhous Vauxhall based at Telford. Your Marketing Director has asked you to produce an audit of the company’s products, marketing activities and the role of the company’s advertising agency.

Launch date To be launched on September 27th at the Paris Motor Show and available to order from the end of October.

Working in partnership with…

Marketing DirectorSales DirectorMarketing Executives

VIDEO CLIP

http://www.youtube.com/watch?v=5g_OHWC_aeI&feature=youtu.be

Watch the video clip and explain in your own words what you think the role of an advertising agency is.

[10mins]

UNIT TITLE: Unit 9: Creative Product PromotionLESSON TITLE: The Role of Marketing Agencies CRITERIA: P3/M2

COMPETENCY FOCUS:

Creativity: learners will develop skills in creativity and design by firstly looking at how promotion is used in business to help them to reach their goals and secondly, to design their own promotional campaign responding to a creative brief from the client.Reasoning: Learners will develop skills in reasoning as after providing advantages and disadvantages for the use of the promotional mix, you will be required to make a reasoned judgment.

Learning ObjectivesBy the end of the lesson, you should be able to…

LO1) To identify the role of an advertising agency (Gui)LO2) To explain the role of an advertising agency in promoting a company’s products/services (Reg)LO3) To evaluate the use of professional agencies in ensuring promotional success, by providing a balanced argument and a reasoned judgment (Reg-Str)

SMSC: You will assess diversity in the advertising industry and watch interviews with employees in the industry.

CRITICAL THINKING KEY:

Knowledge Application Analysis Evaluation

COMPREHENSION TASK

Read the case studies/info sheets provided that describes the day to day activities of a marketing agency.

Respond to the following questions:1)What are the main activities of the marketing agency?2)What is their duty to their clients?3)What is the role of the marketing agency?4)What are the main job roles that exist in a marketing/advertising agency?

[20mins]

RESEARCH TASK

Individually, conduct your own independent research of what an advertising agency is and explain the role of an advertising agency.

Present your findings using any tool that you choose.

Feedback/presentations/peer assessment.

[30mins + 20mins]

DIVERSITY IN ADVERTISING

http://vimeo.com/diversityinadvertising

JOBS IN ADVERTISING

http://www.slideshare.net/FutureRising/getting-a-job-in-advertising-from-futurerising

In your audit, you should also include an audit of the advertising agency (Greymatter Ltd) that is used by Vauxhall: •An explanation of the services offered by the organisation’s advertising agency (P3)•Types of media produced by the agency (P3)•Who is involved in liaising with the agency (P3)•Explain the advantages and disadvantages of using professional agencies in ensuring your promotional activities are a success (M2)

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

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