This coursework involved setting up an integrated agency and describing what out service was about. As a team of four we came up with the name 'PromoComm'. The idea came from integrating promotions (advertising) and Communication. As a final, we were required to present our agency. This included vision, mission, clients etc.
Taking part in this piece of work helped to build my understanding of agencies. It allowed us to get into depth of the different job roles there are in an agency in order to make it work.In order to create one, we had to carry out our own research on existing agencies in the UK. Each group member had a specific role, from creative manager, to finance. From this research we decided to be an agency, local to the High Wycombe area and focus mainly of technology and media. Having confidence in what agencies do would then helped me to fully understand what processes need to take place when producing an advertisement.
Module: Understanding the Customer
This module over all was interesting as it looked into what happens in the consumers' mind. We looked at emotion to colour, symbols and images; along with stereotypes, cultures and nostalgia.
A piece of work carried out included a blog on 'Perceptions'. Here, my findings were presented along with personal opinions and suggestions. blog topics included:
-Targeting, Segmentation and Positioning
-Culture
-Perceptions Experiment
-Generational Marketing
-Marketing to Over 50s
-Social Class
-Charity Marketing
-Family & Purchasing
-Gift Giving
-Tweens
-Learning, Memory & Nostalgia
-Values
-Group Conformity, Opinion Leaders and Peer Pressure
-Gender Differences in Buyer Behavior
-Enterprise Week Activities
-Personality & Self Concept
-Harvard Perceived Risk Model
-Perception & The Decision Making Process
All of this research really helped me to understand the basics of advertising what what advertisers do in order to attract the right audience and create the right response. It gave strong understanding in the analysis of advertising around me. Now, I analyse everything around me; from the colour of packaging and who their target audience is to the background music of a TV ad. This has all shaped the way I think about advertising today.
Module: Marketing in Business
In this topic we were required to organise a charity even followed by a presentation. The purpose of this was to effectively market it to the target audience in order to bring people to the event. Here is where the theory 'AIDA' came into place. It was vital for us to capture our audience, gain interest, resulting in their attendance to the event. As a group, we had decided on a 'Charity Pyjama Run'. The trail started at the university, running through the town centre of High Wycombe, around a public park (the Rye) and then back to the University Reception. The reason such an event was put together was to attract students to do something fun and out of the ordinary. Every runner had sponsors who helped donate money to our chosen charity- The Variety Club.
After the event, we had to use the same theory, AIDA, in order to raise more money in our presentation stage. Here a display was made along with an interactive slideshow on the Charity and Pyjama Run. Large helium balloon displays were on either side of the stand in order to attract the audience. Cupcakes were on sale as well as raffle tickets to win a 'Cocktail Hamper'- including cocktail shakers, alcohol and Mixers'.
Enterprise Festival
This was the first year I took part in the Enterprise Festival. Here, guest speakers would visit and give us their expertise. Also, in a group I had taken part in the Apprentice Challenge. This included selling doughnuts in High Wycombe Town Centre as a first round. This required us as a team to stand out from the crowd. Whilst other teams opted for using supermarket doughnuts; we rung up a local bakery and made a deal with them. In order for them to sell us their top quality doughnuts for a low price, we would be advertising their bakery to the locals. The first round was a success, with customers coming back on the day and even after purchasing doughnuts from other teams prior to seeing our stand, had bought more doughnuts from us.
The second round included setting up a stall in the Mall, selling any product we liked. This included Christmas Hampers. Every Hamper was sold at the end of the day.
The Apprentice Challenge was probably one of the biggest learning curves. It helped build an understanding of the consumer market first hand. It had helped me see what they really look for in products and how they get attracted to them.
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