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Understand the contexts in which clients for marketing communications (advertising) operate

Unit 5:  Identifying Clients’ Operating Contexts, Portfolios and Current Marketing Communications (Advertising)


Unit code: J/504/3080 

QCF level: 4
Credit value: 4
Guided learning hours: 21

Unit aim

  • This unit aims to give learners the tools to identify client operating contexts, portfolios and current advertising strategy. Learners will look at what a client is doing with their advertising and learn how to assess its impact.
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 developing an advertising campaign for a client, the advertising professional needs to show the client that they fully understand their business. In this unit learners will learn how to recognise the client’s business in the context of its market and how to ensure an advertising campaign will help the client’s commercial position. It is important to have an awareness of which sector and industry the client’s business is in and how it is performing in the sector in order to inform the advertising campaign. It is also necessary to understand how to ensure that an advertising campaign meets legal, regulatory and ethical requirements of the sector. Learners will learn how external influences, such as economic, social and political factors, impact on a business.
  • Understanding the client’s product and strategy is vital for communicating the product to the consumer through an advertising campaign. In this unit learners will explore the strategy and positioning behind clients’ portfolios of products and services, and the relationship between client brands and their corporate brands.
  • As the purpose of an advertising campaign is to have a positive commercial benefit learners will assess the impact of advertising on the key drivers of business performance and potential challenges to the business.

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 the contexts in which clients for marketing communications (advertising) operate

1.1      Review markets and market developments in which clients work

1.2      Summarise key aspects of public, legal, regulatory and ethical requirements in clients’ sectors

1.3      Review the effect on a client’s business of:

    economic factors

    social factors

    political factors

2    Understand the products and services of clients for marketing communications (advertising)

2.1      Explain the strategy and positioning behind clients’ portfolios of products and services

2.2      Explain the relationships between clients’ brands and their corporate brands

3    Be able to evaluate clients’ current marketing communications (advertising)

3.1      Assess the impact of clients’ marketing communications (advertising) on:

 

   key drivers of business performance

   potential challenges to business


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