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Understand current theories of marketing communications (advertising)

Unit 3:  Theories, Practice and Standards in Marketing Communications (Advertising)

Unit code: L/504/3078 QCF 
level: 4
Credit value: 7
Guided learning hours: 40

Unit aim

The aim of this unit is for learners to gain an understanding of the theories, practices and standards within the advertising industry. The unit covers the legal and regulatory requirements that govern advertising industry conduct and introduces learners to the main industry trade bodies.

Unit introduction

‘Don’t buy market share, figure out how to earn it’ Phillip Kotler

  • Integrated marketing communication is a dynamic and rapidly evolving field. While it was once possible to communicate with entire families during prime- time television shows or to speak directly to decision makers over breakfast through their morning paper a number of convergent trends have changed the ‘playing field’ entirely.
  • Digital television has fragmented media channels, allowing for precise communication to clearly-defined audiences whilst simultaneously limiting the scope available to communicate with mass markets. The growth of the internet has made it possible for companies of any size to instantly communicate globally in a highly personal way at relatively little cost.
  • In this unit learners will explore the structure of the industry, considering the range of creative businesses that support the industry and how these companies use their knowledge of social and cultural trends to develop integrated communication activity using appropriate communication channels.
  • Learners will consider the different channels business use and will assess the merits of testing and evaluation their own communication plans.
  • They will explore the different legal constraints that relate to marketing communications and consider how closely their practice conforms to industry standards, taking into account the range and quality of advice available to learners.

Learning outcomes and assessment criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.

On completion of this unit a learner should:

Learning outcomes

Assessment criteria

1    Understand current theories of marketing communications (advertising)

1.1  Review current theories of marketing communications (advertising)

2    Understand current practice of organisations involved in marketing communications (advertising)

2.1    Analyse the changing roles of principal areas of marketing communications including:

   advertising

   direct and digital marketing

   public relations

   sale promotion

2.2    Explain the different focus of organisations offering creative, channel, platform and production services

2.3    Summarise popular cultural and social trends

2.4    Evaluate the relative strengths and limitations of tools used within principal areas of marketing communications (advertising)

2.5    Review the processes and benefits of integrated marketing communications

2.6    Explain the links between branding, public relations and marketing communications performance (advertising)

2.7    Review the uses, benefits and limitations of different channels and platforms

2.8    Explain the importance of evaluation and testing


Learning outcomes

Assessment criteria

3 Understand standards and codes of practice relating to marketing communications (advertising)

3.1    Summarise key aspects of legal standards relating to marketing communications (advertising)

3.2    Summarise key aspects of industry standards relating to marketing communications (advertising)

3.3    Identify reliable sources of information on how to interpret legal and industry standards relating to marketing communications (advertising)

4    Understand how trade bodies and professional organisations influence the marketing communications (advertising) industry

4.1    Explain the roles of trade bodies and professional organisations within the marketing communications (advertising) industry

4.2    Analyse ways in which trade bodies and professional organisations have led to changes and developments in the marketing communications (advertising) industry


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