Analyzing the Role of Advertising Agencies and Media in Campaigns

This report examines the crucial role of advertising agencies and media platforms in the development and execution of successful promotional campaigns. It analyzes the strategies employed by advertising agencies like Adam & Eve and Ogilvy & Mather, focusing on case studies such as John Lewis's lighting campaign and Coca-Cola Zero's product promotion. The report delves into the advantages and disadvantages of utilizing professional agencies, evaluating their impact on campaign objectives, customer satisfaction, and brand image. Furthermore, it explores the rationale behind media choices, highlighting the importance of selecting appropriate platforms to reach target audiences effectively. The report provides a comprehensive overview of campaign evaluation, offering insights into how businesses can optimize their promotional efforts for maximum impact and return on investment.

Understanding the role of
advertising agencies and the
media

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P3 Individual report................................................................................................................1
P4 Explain the reasons behind the choice of media in a successful promotional campaign..3
TASK 2............................................................................................................................................5
M2 Advantages and disadvantages of using professional agencies in ensuring promotional
success....................................................................................................................................5
TASK 3............................................................................................................................................7
D2 Evaluate an existing campaign.........................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Advertising is a form of communication tool which can be in audio or visual form and is
both utiliseding by several organisationorganisations for promoting their goods and services. In
this advertiser pays money for promoting their products in market area and has control over the
information or message that is displayed while promotion. As well it is done through several
mass media which involve traditional media such as television, radio, newspaper and so on
(Albarran, 2016). On the other hand, there are also other modern sources like new media also
like websites, text messages, blogs, social media etc.. This report is going to cover advertisement
campaign of John Lewis and Coca cola zero by subcontracting with different advertising agency.
Below mention assignment is explaining importance of advertisement agencies, advantages and
disadvantages of using these platforms as a success campaign. At last, it covercovers reason
behind the choice of media platforms for an organisation as well as evaluation of existing
campaigns in such companies.
TASK 1
P3 Individual report
Advertising agency – Aadvertising agency is that who take all the efforts for selling
products and services of their clients. These are also known as AD agency in this group of people
work together who are expert in different fields and assist organisation in reaching their targeted
customers in easy manner. There are mainly five type of advertising agencies such as: Full
service, interactive, creative boutiques, media buying and In-House agencies.
John Lewis is an department store of retail industry founded in 1864 by John Lewis. They
are serving their products and services in United Kingdom. Respective organisation use Adam &
Eve advertising agency for promotingon their lightening products in market as well this Ad
agency is not much popular in United Kingdom but reason behind choosing this is size of budget
(Bruhn, Schoenmueller and Schäfer, 2012).
Objectives of lightening Campaign – There are several objectives which are formed by
the organisation while framing lightening Campaign are as follows :-
 Promote Organisational products.
 Maintain good relation with customers.
 Customer's Satisfaction.
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 Build Positive image in the market area.
Budget of the John Lewis Harmony House lightening campaign
Particulars Amount
Investment 200000
Cash outflows:
Furniture 50000
Sales force promotion 20000
Trade shows 10000
Personnel 50000
Repairs 5000
Electricity 22500
Stationary 1000
Miscellaneous expenses 2500
Wiring and circuits for Led
lanterns 6300
Wiring and circuits for Lamps 7800
Wiring and circuits for Bulbs 8500
Total cash outflow 183600
Closing balance 16400
John Lewis is an departmental store who choose Adam & Eve for their lightening
Campaign. Main motive behind selecting this enterprise is size of their budget and in that much
money respective company want to achieve aims and objectives (Eckler and Bolls, 2011). There
are several clients of Adam 7 Eve such as Volkswagen, Halifax, H&M “the spring collection
2018” and several other. The same organisation offeroffers variety of services to John Lewis for
the lightening Campaign. Several enterprises are choosing Adam & Eve for their advertising
because they do every type of budget work and utilise several attractive techniques which can
easily capture eyes of customers. Description of these is mention below :-
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 Media Buying – Adam & Eve decide media tool which will be used for advertising
lightening Campaign of John Lewis. For example: Creative billboards, cinema, television
and radio.
 Advertisement Design – AD agency Adam & Eve is responsible for designing
advertisement campaign for John Lewis light. So that this can build good brand image
and value of business in market area.
 Advertising Production – Oonce design advert is approved by John Lewis then agency
will start doing their further work. It involves Such as managing the records and editing
in existing plan (Falkowski and Woodhead, 2013).
 Engaging the Target Audience – Adam & Eve provide some other services also to John
Lewis which assist them in understanding target customers in better manner. These
services are conducting market research, in-store presentations and handing out samples
in shopping centres.
As per the lightening Campaign oOf John Lewis in which Adam & eve work as an
advertising agency for promoting their light products in market area. Respective AD agency play
several role in designing harmony House lightning campaign such as Advertising company
display several lights in attractive manner which can easily pull customers towards them. This
overall campaign is done under the eyes of Matt Cook (project director Upset media) and Gaig
Inglis (marketing director of John Lewis). Apart from this, Simaon Lioyd and Christine Turner is
the digital creative head of Adam & Eve advertising agency. In this, overall Campaign most
attractive thing is light blinks on the beetbeat of music.
P4 Explain the reasons behind the choice of media in a successful promotional campaign
Coca cola is beverage industry organisation founded in Atlanta, Georgia U.S and its
founder is John Pemberton as coca cola as well Asa Griggs Candler as the overall company.
They serve their products at worldwide level and approx. 61,800 employees are working in the
same company.
Coca cola Zero is the product of the same organisation which was earlier named as Coca
Cola zero sugar. Moreover, in some nation it is sold as Coca-Cola no sugar and it is largest
product of the same brand till now (Fuchs, 2017). After some year, organisation make made
changes in its name and introduce its as Coke Zero. In order to promote new products of Coca-
cola, organisations subcontracted with Ogilvy & Mather which is a well - known ad agency.
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Thise organisation create a promotion campaign of coke zero on expensive rates in order to
provide live experience to customers through digital and sound effects. The major media tools of
promotion are were TV, radio, magazine, prints ads and so on. In this procedure, Ogilvy &
Mather implemented digital technology that helps to provide their effective contribution through
innovative ideas. Some other digital element for advertisement are -
 Drinkable flyers in which Ogilvy & Mather paid their maximum attention in such
advertising activities in order to make them attractive and innovative. In the event of coke
zero, they provide flyers that become an innovative straw for taking experience of
drinking event.
 Drinkable stadium through video boards that played video content on live stadium of
ESPN college, in which audience connect their mobile devices with video boards so that
they can get experience of the advertisement. The video board offered a chance to
viewers to receive a free coupon of coke zero (Hanna, Rohm and Crittenden, 2011).
 Drinkable Billboards are were the major platform that used to provide impressive and
eye capturing experience to audience. These tools basically located at public places to
promote specific product tin front of customers.
 Mobile applications SHAZAM mobile application uses to get connected with each
digital tool in order to gaining experience of live campaign.
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Illustration 1: COKE ZERO ENTICES FINAL FOUR FANS WITH A
DRINKABLE BILLBOARD, 2015.
Sources: Drinkable Billboards

The method of promotion was unique and eye catching which helps in maximising
experience of live customers. This process has positive impact on customers because they enjoy
the way of advertisement were presentatpresentedion by in which even they could taking a
participateion in them. These techniques are helpful to reach on target audience because
customers can engagedhave engaged with those advertisementcommercials that they supposed to
use in future. The advertisement tools and techniques of coke offer a chance to receive a free
coupon of coke zero by taking the experience for the first. These activities helpshelp to enable
the organisation to reach on wide audience easily (Kietzmann and et. al., 2011).
As per the views of Leonie Roderick, coca- cola paid a huge amount for heavy promotion
activities. These activities impactsimpact on sales revenue of firm which declined falling to
£1.5m in that year. The main reason behind this process was the low cost of products which
slightly reduced the sales and revenues have also fallen at the same time. But after the positive
promotion campaign of Coke zero, coca-cola maximise their sales values on £ 28.9m by the
enhancing core group of loyal buyers. Coke zero has been classify as the huge new product that
assist to exceed profit rate on £ 5m in the first year of operations (Coke Life one year on: sales
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Illustration 2: Coke Zero takes its drinkable advertising campaign to
ESPN, 2018
Sources: Coke Zero campaign

success or marketing gimmick?, 2018). Customers and users of coke zero provide positive
feedback toward low calories products which assist in providing health as well as taste benefits.
TASK 2
M2 Advantages and disadvantages of using professional agencies in ensuring promotional
success
In an organisation promotional campaign play crucial role in maintaining direct
connection with target audience. John lewis is a departmental store who hire Adam & Eve
advertising agency to promote their lightening products in market. Main reason of these
programs is to introduce organisational product/services positively in front audience. Through
this, John Lewis can gain maximum profits by selling their services in market. Adam & Eve is
professional agency who helps to ensureing the event success for John Lewis.
Objectives of the campaign
 Promote organisational products – Adam & Eve is a Professional agency of
promotional events who helps to in displaying organisational products and services in
front of audience. For this, such organisation implements unique ideas and creative
thoughts in order to capture customer's eyes (Kumar and et. al., 2016). Adam & Eve
conducted a promotional campaign of John lewis lightening products to promote them
easily in target market. Main objectives of these procedures is to spread awareness of
organisational services in customer's mind. For this, Adam & Eve represented numerous
products creatively in front of services users to encourage them easily for purchasing.
 Maintain good relation with customers – Main objectives of conducting promotional
campaign for an organisation is to create and maintain good relation with customers.
Through this, ad agencies can easily enhance purchasing power of consumers. These kind
of events also assist to building long term relation with users so that firm can get
maximum revenues easily. In these procedures, Ad agencies as Adam & Eve provides
their effective contribution on the behalf of organisation to connect them directly with
services users. Adam & Eve is working as a bridge between John Lewis and customers
to connect them easily with each others (Mulhern, 2013).
 Customer's Satisfaction – For an organisation, it is required to produce quality products
and services on the basis of customer's demand and requirement. After manufacturing
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procedure, it is required to promote them positively effectively in front of users. In this
process John lewis subcontracted advertisement campaign to Adam & Eve in order to
introduce their products easily market. These kind of events assist to provide higher
satisfaction to customers by resolving their queries easily.
 Build Positive image in the market area – For a business organisation, it is required to
build a positive image in market on the basis of their products and services. In this
process promotional activities play a most important role to cover-up a large area of
market easily.
Advantages of using advertising agency
 Variety of services to match the budget – Advertising agencies play a crucial role in an
organisation to promote their quality products and services on their behalf. For this, Ad
agencies substance several offers of services to to match with organisational objectives
easily. All these activities are based on organisation's demand and their products
requirement (Moriarty and et. al., 2014). On the basis of these campaign, Ad agencies
captures consumer's attention towards different products. The best example of this
process is of John Lewis Harmony house campaign in which Adam & Eve (Ad Agency)
organise a lightening decorum to introduce Light products of John Lewis in front of
customers.audience.
 Saves the firm time – Now a days, several business organisations opt smart option for
promotional services through subcontracted by other ad agencies. Major advantage of this
process is that it saves time of firm and their employees because the ad agencies promote
organisation's products and services on their behalf. For exampleexample, Adam & Eve
promote lightening products of John Lewis on the behalf of their employees. These
external events assist to save organisational productivity and maximise their products
sale.
Disadvantages of using advertising agency
 Likely to cost more than in house marketing- Outsourcing is an expensive method
rather than in house marketing because for this an organisation requires to pay additional
amount to ad agencies as a fees for efforts taken by them (Okazaki and Taylor, 2013).
These promotional campaign consume charge a higher amount from organisations to
create an effective event on the basis of products as well as organisation's demand. John
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lewis also conduct such promotional campaign for their light products subcontracted with
Adam & Eve and paid a huge amount for same.
 Advertising agency may not be as enthusiastic as you are – John Lewis will be much
dedicated towards the promotional activity compare to Adam & Eve because itsit’s their
own products and they knownknow better about it. For subcontracted organisation (Adam
& Eve), it is hard to match with the exact objective of firm through such promotional
activities.
John Lewis sub contract with Adam & Eve for their harmony house lightening
Campaign. Money given by the same company to AD agency for promoting their lights products
in market area is investment. This is not a waste of money as this campaign helped because
through it John Lewis in attracting large number of customers for their goods among which
Diane Simpson is one of them Diane Simpson. Apart from this, Yes John Lewis meet their
objective through such Harmony House light Campaign such as they promote their products,
build good relation with customers as well satisfy them also. Most important is are the feedbacks
for existing and upcoming services is also taken by John Lewis. These will help John Lewis to
So that they can make several modifications if required. Hence, money invested putted for
advertising purpose is investment fruitful for the same business.
TASK 3
D2 Evaluate an existing campaign
Coca-Ccola is a well knownwell-known brand which produce soft drink products for
their customers. The organisation sellsells their products through retailers, restaurants and so on
throughout the world. ColaCoca cola introduced their new product Coke zero in market as a diet
and no sugar drink for people who are more health conscious (Sashi, 2012).
Aim and objective of campaign
Coke zero is the largest campaign of Coca-Cola which was established to introduce zero
calorie drink for consumers. Aim of this campaign Coke zero campaign was to provide is that
consumers getting sample of the product to customer once. The main objective behind this
campaign is to create a product that has more natural and had less sugar. The major strategy of
this process is to provide exact taste of coke in with low calories drink. On the basis of these aim
and objective, Coca-Cola create alliances with Ogilvy & Mather for an effective and impressive
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advertisement of their new product. The entire advertising campaign was known as “You Don’t
Know Zero ‘Till You’ve Tried it.”
Techniques that were used within the campaign and what the intended outcomes were
In order to spread awareness towards Coke zero drink, coca-colaCoca-Cola subcontracted
with Ogilvy & Mather to conduct an impressive and eye catching promotional campaign. The ad
agency incorporated several advertising tools as TV, billboards, magazine, prints ads or even on
radio as well (Waters and Williams, 2011). On the basis of these digital platforms, Ogilvy &
Mather create innovative promotional tools so that customer getgets attracted toward these new
products at different locations easily. SHAZAM mobile application assist to connect several
devices with user's mobile so that they can take experience of drinkable advertisement at
anywhere and get a chance to receive a free coupon of coke zero. There are some other elements
of coke zero campaign are determined below -
 Drinkable flyers
 Drinkable stadium through video boards
In this promotional campaign, Ogilvy & Mather also promote coke zero on billboard on
public places or in some countdown concerts to create awareness regarding the new products of
Coca-Cola.
Strengths of the campaign
 Unique – The major strength of this advertising campaign is that Ogilvy & Mather put
uniqueness in the promotional activities that assist to build direct and live connection
with customers. These creative and innovative ideas that they designed is live drinking
advertisement with the help of mobile application and billboards that helps in spread
maximum information regarding unique services of an target organisation.
 Ability to reach a wide audience – The coke zero campaign of Coca-cola provide its
effective contribution to create a direct connection with customers. The uniqueness of
this campaign build ability to reach wide audience in a direct way. The main motive of
Ogilvy & Mather is that, audience getting live experience of coke zero through drinkable
advertisement tool (Wilson and et. al., 2012).
Limitations of the campaign
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 Cost – Coca-cola put a huge amount in promotional campaign of coke zero in order to
captureing customer's eyes easily toward them. These events consume an expensive
amount to set-up a live decorum by implementing attractive things in them.
 Limited audience – The live campaign of coke zero required a proper knowledge to use
the procedure properly through mobile phone services. In this case, limited audience
denoted their interest towards such events. It was the major drawback of this expensive
eventprogramme.
As per the article research of Leonie Roderick, coke zero rise brand awareness
successfully through their live event campaign. When an organisation pumped a huge amount in
promotion activity, they expect to get impactful outcomes. As in the case of Coca-Cola, the coke
zero brand get most important success over their all products sale. YouGov’s research also
shows that among those that would consider buying Coca-Cola Zero Sugar, four in 10 (41%) say
they tend to count the amount of calories they consume. However, 60% of the group says their
diet ‘could be healthier’ (Coca-Cola Zero Sugar relaunch an early success as awareness and
sales soar, 2018).
CONCLUSION
As per the above report it has been summarised that advertising is a most specific form of
communication that is useds to create direct connection with target audience. For this, several
organisations adopt unique and creative ideas in order to captureing consumer's eyes toward their
services. Most of the advertising agencies provides their important contribution in such activities
in order to maximise sales of products easily. This report has been discussed role of advertising
agencies and the reason behind the choice of media platform for promotional campaign. It also
determined advantages and disadvantages of using professional agencies in an organisation as
well as appropriate evaluation of existing advertising campaign in existing company. Through
this learner can get appropriate knowledge regarding such promotional events.
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REFERENCES
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Fuchs, C., 2017. Social media: A critical introduction. Sage.
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Online
Advertising Agency Advantages And Disadvantages, 2018. [Online]. Available
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Coca-Cola Zero Sugar relaunch an early success as awareness and sales soar, 2018. [Online].
Available through<https://www.marketingweek.com/2016/09/12/coca-cola-zero-sugars-
rebrand-a-success-as-more-consumers-say-they-would-buy/>
Coke Life one year on: sales success or marketing gimmick?, 2018. [Online]. Available
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Trying is Believing: Coca-Cola Zero Sugar Launch Campaign Zeroes in on Taste, 2018.
[Online]. Available through<https://www.coca-colacompany.com/stories/trying-is-
believing--coca-cola-zero-sugar-campaign-zeroes-in-on->
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Coke Zero takes its drinkable advertising campaign to ESPN, 2018. [Online]. Available
through<https://www.thedrum.com/news/2015/08/31/coke-zero-takes-its-drinkable-
advertising-campaign-espn>
COKE ZERO ENTICES FINAL FOUR FANS WITH A DRINKABLE BILLBOARD, 2015.
[Online]. Available through<http://creativity-online.com/work/coke-zero-drinkable-
billboard/40372>
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