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REPORT To: Sue Short From: Marguerite De sintat Title: Report on the contribution of professional agencies Term of references: Describe the distinctive contribution of advertising agencies and media towards the promotional success of a selected product. Findings: Professional agencies offer their expert services to businesses in order to have a successful advertising campaign. These services are: 1. Media planning: A professional agency that coordinates media aspects of a campaign of the NSPCC which is called Full Stop and selects the most effective media to use. Important factors in media planning include: the campaign; the budget, size and character of the market profile; and the positioning opportunities in the media. By using the right types of media the NSPCC will make the public aware of what it is selling or promoting in the market. These are the means of communication that the agency has used to launch the NSPCC campaign: newspapers, magazines, direct mail, billboards, radio, television and...

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