Advertising and Promotion in Business

Aim

The aim of this unit is to provide learners with the understanding and skills for using advertising, promotion and marketing communications effectively. Learners will put this into practice by planning an integrated promotional strategy.

Learning outcomes and assessment

LO1 Understand the scope of marketing communications

1.1 explain the communication process that applies to advertising and promotion

1.2 explain the organisation of the advertising and promotions industry

1.3 assess how promotion is regulated

1.4 examine current trends in advertising and promotion, including the impact of ICT

LO2 Understand the role and importance of advertising

2.1 explain the role of advertising in an integrated promotional strategy for a business or product

2.2 explain branding and how it is used to strengthen a business or product

2.3 review the creative aspects of advertising

2.4 examine ways of working with advertising agencies

LO3 Understand below-theline techniques and how they are used

3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product

3.2 evaluate other techniques used in below-theline promotion

LO4 Be able to plan integrated promotional strategies

4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy

4.2 carry out the development of a promotional plan for a business or product

4.3 plan the integration of promotional techniques into the promotional strategy for a business or product

4.4 use appropriate techniques for measuring campaign effectiveness.