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Understand current theories of marketing communications (advertising)

Post Date: 18 - Aug - 2023

Unit3:  Theories,Practice and StandardsinMarketingCommunications(Advertising)

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

Unit aim

The aim of this unit isfor learners to gain an understanding of thetheories,practices and standards within the advertising industry. The unit covers thelegal and regulatory requirementsthat govern advertisingindustry conduct andintroduces learners to the main industry tradebodies.

Unit introduction

‘Don’t buymarket share, figure out how toearn it’ — Phillip Kotler

  • Integratedmarketing 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 breakfastthrough their morning paper a number ofconvergent trends have changed the‘playing field’ entirely.
  • Digital television has fragmentedmedia channels, allowing for precisecommunication to clearly-defined audiences whilst simultaneously limiting thescope available to communicate with mass markets.The growth of the internethas made it possible for companies ofany sizeto instantlycommunicateglobally in a highly personal way at relatively little cost.
  • In this unit learners will explore the structure of the industry, considering therange of creative businesses thatsupport the industryandhowthesecompanies use their knowledge of social and cultural trends to developintegrated communication activity using appropriate communication channels.
  • Learners will consider the different channels businessuse andwill assess themerits of testing and evaluation their own communication plans.
  • They will explore the different legal constraintsthat relate to marketingcommunications and considerhowclosely their practice conforms toindustrystandards, taking into account the range and quality of advice available tolearners.

Learning outcomesand assessment criteria

In order to pass this unit, the evidencethat thelearnerpresents for assessmentneeds to demonstrate that they can meetall the learning outcomes for the unit.The assessment criteria determine the standard required to achieve the unit.

On completionof thisunit a learner should:


Assessment criteria

1    Understand current theories ofmarketing communications(advertising)

1.1  Review current theoriesofmarketing communications(advertising)

2    Understand current practice oforganisations involvedinmarketing communications(advertising)

2.1    Analyse thechanging roles ofprincipal areas of marketingcommunications including:

●   advertising

●   direct and digital marketing

●   public relations

●   sale promotion

2.2    Explain thedifferent focus oforganisations offeringcreative,channel, platform andproduction services

2.3    Summarise popular cultural andsocial trends

2.4    Evaluatethe relative strengthsand limitations of tools usedwithin principal areas ofmarketing communications(advertising)

2.5    Review the processes andbenefits of integrated marketingcommunications

2.6    Explainthelinksbetweenbranding, public relations andmarketing communicationsperformance (advertising)

2.7    Review the uses, benefits andlimitations of differentchannelsand platforms

2.8    Explaintheimportanceofevaluation and testing



Assessment criteria

3Understandstandards and codesof practice relating to marketingcommunications (advertising)

3.1    Summarise key aspects of legalstandards relating to marketingcommunications (advertising)

3.2    Summarise key aspects ofindustrystandards relating tomarketing communications(advertising)

3.3    Identify reliable sources ofinformationon how to interpretlegal and industrystandardsrelating to marketingcommunications (advertising)

4    Understandhow trade bodiesand professional organisationsinfluencethe marketingcommunications (advertising)industry

4.1    Explaintheroles of trade bodiesand professional organisationswithin the marketingcommunications (advertising)industry

4.2    Analyse ways in which tradebodies andprofessionalorganisationshave led tochanges and developments inthe marketing communications(advertising) industry






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