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Understand key issues relating to producing creative marketing communications (advertising) concepts and solutions for clients

Unit 9: Producing Creative Marketing Communications (Advertising) Concepts and Solutions for Clients

Unit code: H/504/3085 
QCF level: 4
Credit value: 7
Guided learning hours: 30

Unit aim

The aim of this unit is for learners to develop the skills and knowledge that will be useful for entering employment in the creative and media sector, or progressing to higher education. The unit prepares learners for some of the issues that they are likely to face when contributing to the development of creative marketing communications concepts and solutions to meet clients’ advertising needs.

Competency unit assessment guidance

This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.

Unit introduction

When moving from education into the workplace, a new employee will be bombarded with words, jargon and concepts that may sound new and mysterious, but which are part of a common language used by those already working in that industry. As learners progress through the unit they will be introduced to key issues that form the basis of producing creative marketing communications concepts and solutions for clients’ advertising.

Learners will start to work as part of a team that analyses and unpicks a client’s brief, to identify the client’s needs and use that brief to inform the development of the creative solution. From understanding the client brief, learners will start to be able to develop creative ideas and concepts that can be taken to the client for approval.

At all times learners will be reminded that any creative solution they propose must be legal, decent, honest and truthful, and within the regulatory framework of the creative and media sector.

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 key issues relating to producing creative marketing communications (advertising) concepts and solutions for clients

1.1    Identify production techniques which can be used across different platforms

1.2    Assess the benefits and limitations of style principles, written tone of voice and format when used for different channels and platforms

1.3    Explain how storytelling can be used across different channels and platforms

1.4    Explain the importance of positioning creative ideas within an overall competitive context taking account of a client’s competitors’ activities and marketing communications (advertising) strategies

1.5    Explain how to utilise links and commonalities between products and organisations

1.6    Assess the benefits and limitations of visual aids and ways of presenting information including:

   mood boards

   scamps

   videos

2    Be able to identify and agree the requirements of clients for creative marketing communications (advertising) concepts and solutions

2.1    Analyse a client’s brief with other strategists to establish the needs and expectations of a client’s target consumers

2.2    Confirm own understanding of a client’s requirements and parameters of a desired marketing communications (advertising) solution


Learning outcomes

Assessment criteria

 

2.3    Offer constructive suggestions on how a client’s brief and parameters might be changed and improved to those with the authority to make decisions

2.4    Establish how the success of creative marketing concepts and solutions will be judged

3 Be able to develop creative marketing communications (advertising) concepts and solutions for clients

3.1    Liaise with others to define and articulate creative concepts and solutions

3.2    Generate possible creative concepts and solutions to meet the requirements and parameters of a client

3.3    Evaluate possible creative concepts and solutions to identify those that are meaningful and most likely to motivate target audiences

3.4    Suggest alternatives outside of the brief as appropriate

3.5    Create stimuli that communicate ideas, concepts and solutions to others

3.6    Work within a client’s timescale and budget


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