Unit 18 Advertising And Promotion In Business
Unit 18 Advertising And Promotion In Business
| Qualification | Unit number and title | |||||||||
| BTEC Level5 HND Diploma in Business | Unit 18:Advertising and Promotion in Business — Level 4 | |||||||||
| Student name | Assessor name | |||||||||
| Susan Simei-Cunningham
Gidraph Michuki
| ||||||||||
| Date issued | Completion date | Submitted on | ||||||||
| 22nd September 2014 | 12th December 2014 before 12. 00 midday | |||||||||
| Assignment title | Wembley Park – The New Lifestyle Destination | |||||||||
| Learning Outcome | Learning Outcome | AC | In this assessment you will have the opportunity to present evidence that shows you are able to: | Task no. | Evidence
(Page no)
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| LO1 | Understand the scope of marketing communications | 1.1 | Explain the communication process that applies to advertising and promotion. | 1 | ||||||
| 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 | ||||||
| 2.2 | 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-the-line 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. | 2 | ||||||
| 3.2 | Evaluate other techniques used in below-the-line 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. | 3 | ||||||
| 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. | |||||||||
| Instructions |
| · An electronic copy of your assessment must be fully uploaded by the deadline date and time.
· You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document.
· The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission.
· Review the mitigating circumstances policy for information relating to extensions.
· The file size must not exceed 20MB.
· Ensure that all work has been proof-read and checked prior to submission.
· Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.
· Use the Harvard referencing system; otherwise it will be considered as plagiarised work.
· Ensure that you back-up your work regularly and apply version control to your documents.
· Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission.
· You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.
· Your work must be original with the appropriate referencing.
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| Learner declaration |
| I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student signature: Date:
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| In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades | ||
| Grade Descriptor | Indicative characteristics | Contextualisation |
| M1Identify and apply strategies to find appropriate solutions | Effective judgements have been made. | To achieve M1, your recommended strategies for below-the-line promotion should be integrated to achieve maximum impact for Wembley Park. (Task 2) |
| M2 Select / design and apply appropriate methods / techniques | A range of sources of information have been used. | To achieve M2, you will need to identify, explain and demonstrate which methods you will be using to help achieve Wembley Park’s promotional goals. (Task3) |
| M3 Present and communicate appropriate findings | The appropriate structure and approach has been used. | In order to achieve M3, you will need to use a professional report format, with clear headings, sub-headings and articulation. (Task1) |
| D1 Use critical reflection to evaluate own work and justify valid conclusions | Conclusions have been arrived at through synthesis of ideas and have been justified. | To achieve D1, your answer should demonstrate the appropriateness of the recommended promotional strategies and techniques. In addition, include a critical evaluation of these techniques, identifying benefits, challenges and constraints alongside justifications. (Task 2) |
| D2 Take responsibility for managing and organising activities | Importance of interdependence has been recognised and achieved. | To achieve D2, your promotional plan should be achievable for Wembley Park within the timeframe you propose. (Task 3) |
| D3 Demonstrate convergent /lateral / creative thinking | Effective thinking has taken place in unfamiliar context. | To achieve D3: you will need to add a paragraph to your report that links the communication process to Wembley Park. For example, how one tool can support another. In addition, you should demonstrate your creativity by advising your client on how you can integrate the various media to maximise impact. (Task 1) |
| Assignment Brief | |
| Unit number and title | Unit 18: Advertising and Promotion in Business — Level 4 |
| Qualification | BTEC Level 5 HND Diploma in Business |
| Start date | 22nd September 2014 |
| Deadline/hand-in | 12th December 2014 before 12.00 midday |
| Assessor | Gidraph Michuki
Susan Simei-Cunningham
|
| Assignment title | Wembley Park – The New Lifestyle Destination |
| Purpose of this assignment
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.
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| Wembley Park is the new lifestyle destination emerging around Wembley Stadium, bringing new shopping, leisure facilities, homes and public spaces to create a dynamic destination and neighbourhood for London.
Visiting Wembley Park will be about the fun of meeting friends, finding a bargain and enjoying a meal out. Wembley Park will be home to a growing and exciting neighbourhood that caters for the tastes of everyone. A destination not just for the big day, but for every day – combining urban parkland, great shopping, good food, thousands of new homes, hotels, entertainment and leisure facilities.
Everything you need in one place
With the opening of London Designer Outlet, Wembley Park will become a true everyday destination as well known for the satisfaction of finding a bargain, the thrill of the latest blockbuster and the enjoyment of a good meal, as it is for the excitement of the big event. It is also a significant commercial development, offering a number of strong business opportunities, including retail space and the generation of new jobs.
Wembley Park will welcome millions of people every year to enjoy world-class entertainment and sporting events and an outstanding retail and leisure offer that together will provide visitors with a day out like no other.
It will also be home to thousands of new high quality homes and a new community who will enjoy Wembley Park’s amenities, tree-lined boulevards, artisan markets and more.
Wembley Park makes a great day out, find out more at www.wembleypark.com.
Source: //www.wembley.co.uk/
Scenario
Assume the role of an Advertising Executive in a major Central London advertising agency. Your agency has been approached by the Wembley Park management and asked to make a proposal to handle an advertising campaign for the Park aimed at helping it achieve its goals.
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| Task 1 – Understand the Scope of Marketing Communications
This task offers you an opportunity to achieve LO1: 1.1, 1.2, 1.3 , 1.4, M3 and D3
Taking the role of an Advertising Executive, write a report to your client (Wembley Park) that addresses the following areas:
· Provide your client with an explanation of how the communication process applies to Wembley Park. (1.1)
· Provide your client with a brief background of the advertising and promotion industry. (1.2)
· Identify, assess and briefly explain how promotion is regulated within the UK. (1.3)
· Explain some of the current trends in advertising and promotion, including the impact of ICT (e.g. social media) on promotional activities. (1.4)
Completion Date: 17th October 2014
M3: Present and communicate appropriate findings
In order to achieve M3, you will need to use a professional report format, with clear headings, sub-headings and articulation.
D3: Demonstrate convergent/lateral/creative thinking
This question builds on your pass criteria above. To achieve D3, you will need to add a paragraph to your report that links the communication process to Wembley Park. For example, how one tool can support another. In addition, you should demonstrate your creativity by advising your client on how you can integrate the various media to maximise impact.
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| Task 2 – Understand the Role and Importance of Advertising
This task offers you an opportunity to achieve LO2: 2.1, 2.2, 2.3 , 2.4, 3.1, 3.2 M1 and D1
Develop a 15 minute pitching presentation for the Wembley Park campaign.
Your presentation should use an appropriate format such as power points slide with speaker notes or any other presentation format agreed with your own lecturer.
Your presentation should address the following areas:-
Completion date : 21st November 2014
M1: Identify and apply strategies to find appropriate solutions
To achieve M1, your recommended strategies for below-the-line promotion should be integrated to achieve maximum impact for Wembley Park.
D1: Use critical reflection to evaluate own work and justify valid conclusions
To achieve D1, your answer should demonstrate the appropriateness of the recommended promotional strategies and techniques. In addition, include a critical evaluation of these techniques, identifying benefits, challenges and constraints alongside justifications.
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| Task 3 – Be Able to Plan Integrated Promotional Strategies
This task offers you an opportunity to achieve LO4: 4.1, 4.2, 4.3, 4.4, M2 and D2
· Create a budget for the Wembley Park campaign. Follow an appropriate process for the formulation of a budget for an integrated promotional strategy. (4.1)
· Demonstrate how you intend to carry out the development of a promotional plan for Wembley Park. (4.2)
· Plan the integration of promotional techniques into the promotional strategy for a business or product. (4.3)
· Discuss appropriate techniques that you will be using for measuring campaign effectiveness for Wembley Park. (4.4)
Completion Date: 12th December 2014
M2: Select / design and apply appropriate methods / techniques
To achieve M2, you will need to identify, explain and demonstrate which methods you will be using to help achieve Wembley Park’s promotional goals.
D2: Take responsibility for managing and organising activities
To achieve D2, your promotional plan should be achievable for Wembley Park within the timeframe you propose.
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Answer Sheet
| Task 1 LO1: 1.1, 1.2, 1.3 , 1.4, M3 and D3
Please type your answer here
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| Task 2 LO2: 2.1, 2.2, 2.3 , 2.4, 3.1, 3.2 M1 and D1
Please type your answer here
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| Task 3 LO4: 4.1, 4.2, 4.3, 4.4, M2 and D2
Please type your answer here
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