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Understand the current market position of clients for marketing communications (advertising)

Unit 6:  Understanding Clients’ Needs and Priorities for Marketing Communications (Advertising)

Unit code: L/504/3081
QCF level: 4
Credit value: 4
Guided learning hours: 17
Unit aim
The aim of this unit for the learners to understand their clients’ needs and priorities for advertising. The unit covers all the stages of carrying out this process, including the ongoing monitoring of a client’s views on the advertising output.

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

  • To deliver a successful advertising campaign that meets the client’s needs and contributes to the commercial success of their organisation, the advertising professional needs to understand the client’s business and work closely with them to ensure continued success. In this unit learners will learn how to assess their client’s position in the market and business vision, establish the client’s needs and understand the influence of competitors or barriers to success.
  • Learners will understand the future needs and priorities of clients, their views on previous campaigns and their wishes for future activity, as well as how to recommend measures of success for future campaigns.
  • Learners will prepare a summary of the client’s needs and consider what to include in proposals for specific advertising campaigns. They will learn how to record client communication and agreements.
  • Finally, learners will demonstrate their ability to monitor and review the needs and priorities of the client to ensure a successful advertising programme.

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 current market position of clients for marketing communications (advertising)

1.1    Assess client current position and their business aims and vision for the future

1.2    Discuss and confirm clients’ marketing communications (advertising) needs with colleagues

1.3    Identify potential barriers to achieving a client’s marketing objectives for the development of products and services

1.4    Assess a client’s actual and potential competitors’ marketing communication (advertising) strategies and plans

1.5    Identify factors that have contributed to the competitive position of client’s products and services

2 Understand the future needs and priorities of clients for marketing communications (advertising)

2.1    Identify the infrastructure and processes within a client’s organisation that could be utilized to meet their needs

2.2    Establish client perceptions of previous activity and the impact this could have on future plans

2.3    Establish a client’s desired level of marketing communications activity, their aims and the return on their investment

2.4    Suggest measures of success for future marketing communications initiatives

2.5    Confirm a summary of a client’s needs, priorities and parameters for future marketing communications (advertising) activity


Learning outcomes

Assessment criteria

3    Be able to record the needs and priorities of clients for marketing communications (advertising) in line with requirements of own organisation

3.1    Explain what should be included in a brief that records a client’s needs and priorities

3.2    Maintain accurate records of agreements with a client in a format that is useful and accessible to those with a right to refer to them

4    Be able to review the needs and priorities of clients’ for marketing communications (advertising)

4.1  Monitor and review a client’s needs and priorities according to organisational guidelines


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