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Understand requirements and expectations for marketing communications (advertising) content

Post Date: 27 - Nov - 2019

Unit 12: Quality Assuring Marketing Communications (Advertising) Content

Unit code: T/504/3088
QCF level: 4
Credit value: 4
Guided learning hours: 17

Unit aim

The aim of this unit is to give learners the ability to quality assure their advertising content by managing suppliers in a methodical and clear way, monitoring what is being produced.

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

In addition to meeting their marketing aims, clients do not expect to see any mistakes in the finished advertising product for which they have provided a  brief and paid for. Everybody involved in the production of an advertisement has a responsibility to the person they report to, as well as to the client, to that it is monitored and checked at all stages of its production to ensure that the finished advertising product is of the highest standard technically as well as qualitatively, and meets the client’s needs. In this unit learners will be introduced to some of the requirements and expectations that clients have for the content of marketing communications, which should be equally important to the producer. Learners will be guided on how to select and brief suppliers of marketing communications, and how to manage the work they produce.

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 requirements and expectations for marketing communications (advertising) content

1.1    Identify the aims, requirements, constraints and quality expectations for marketing communications (advertising) content

1.2    Explain how the success of a project and its final outputs will be measured

1.3    Identify the aim, parameters, style, structure specification and target market of a final product

1.4    Identify timescales and budget for a project

1.5    Review legal definitions, guidelines, directives, legislation, codes of practice and standards appropriate to a project

2    Be able to select and brief suppliers of marketing communications (advertising) content

2.1    Identify and commission good quality suppliers of marketing communications (advertising) content

2.2    Brief suppliers accurately and thoroughly

3    Be able to manage the work of suppliers of marketing communications (advertising) content

3.1    Identify materials and resources to support work of the required quality

3.2    Confirm that content:

   meets aims, requirements, constraints, budget and quality expectations

   is appropriate for a specified channel and platform

Learning outcomes

Assessment criteria


3.3    Suggest improvements to content to:

   meet a client’s requirements

   increase its applicability to audiences

3.4    Confirm that:

   changes and queries are raised with developers

   resultant alterations are accurately implemented

3.5    Check that requests to vary work are:


   will benefit the end product

   are documented

   are budgeted

3.6    Check that:

   instructions have been correctly carried out

   the end product is correct and functional

3.7    Maintain accurate records about progress and variations to work

3.8    Keep appropriate people informed about:


   details of work

   any failures to meet requirements

   any changes to agreements

   any changes to budget

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