To achieve this unit a learner must:
• Explore the scope of marketing communications
• Investigate the role and importance of advertising
• Assess the role of below-the-line techniques and how they are used
• Prepare an integrated promotional strategy
Your answer must be illustrated using an example. As far as possible, the example should be a real example from your own work experience.
The example can take the form of a case study or can be an examination of a real situation that you are familiar with.
Task 1 - Marketing communications:
1. Explain the structure, the role and relationships between parties in the communications industry.
2. Identify current trends in advertising and promotion and evaluate their impact.
3. Use models to assess the impact of advertising and promotion on customer behaviour.
Task 2 - Advertising:
1. Explain and demonstrate how advertising can be designed to differentiate, remind, inform and persuade.
2. Evaluate appropriate uses and applications for advertising in two given situation.
3. Evaluate the role, organisation and functions of agencies in the advertising process.
Task 3 - Below-the-line techniques:
1. Differentiate between the characteristics and objectives of the various below-the-line promotional techniques.
2. Recommend the use of individual techniques in two commercial situations.
Task 4 - Integrated promotional strategy:
1. Explain the principles and process of campaign management.
2. Combine appropriate techniques into an integrated and cost-effective campaign.
3. Present promotion recommendations in the form of a promotion plan.
4. Suggest appropriate measures for assessing campaign effectiveness.