Explain and demonstrate how advertising can be designed to


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.

Solution Preview :

Prepared by a verified Expert
Marketing Research: Explain and demonstrate how advertising can be designed to
Reference No:- TGS01228833

Now Priced at $75 (50% Discount)

Recommended (91%)

Rated (4.3/5)

A

Anonymous user

2/19/2016 2:18:11 AM

For the given marketing communication questions, provide answers in detailed paragraph format. The answer must be described by using an illustration. To make the assignment powerful, consider real illustration from your own work experience. Q1. Describe the structure, the role and relationships between the parties in communications industry. Q2. Recognize present trends in advertising and promotion and assess their impact. Q3. Make use of models to evaluate the impact of advertising and promotion on customer behavior. Q4. Describe and explain how advertising can be designed to differentiate, inform, remind and persuade. Q5. Assess proper uses and applications for advertising in two given condition. Q6. Assess the role, organization and functions of agencies in the advertising process. Q7. Distinguish between the features and objectives of the different below-the-line promotional methods. Q8. Propose the use of individual methods in two commercial conditions.