Unit 3: Theories, Practice and Standards in Marketing Communications (Advertising)
Unit code: L/504/3078 QCF
level: 4
Credit value: 7
Guided learning hours: 40
Unit aim
The aim of this unit
is
for learners to gain an
understanding of the theories, practices
and standards within the advertising
industry. The unit covers
the legal and regulatory requirements that
govern advertising industry
conduct and introduces learners to the main industry
trade bodies.
Unit introduction
‘Don’t buy market share,
figure out how to earn it’
— Phillip Kotler
- Integrated marketing
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 breakfast through their
morning paper a number of convergent
trends have changed the ‘playing field’
entirely.
- Digital television has fragmented media channels,
allowing for precise communication to clearly-defined audiences whilst simultaneously
limiting the scope available
to communicate
with mass markets. The growth
of the internet has
made it possible for companies
of
any size to instantly communicate globally
in a highly personal way at relatively little cost.
- In this unit learners will
explore the structure of the industry,
considering the range
of creative
businesses that support the
industry and how these companies
use their knowledge of social
and cultural trends to develop integrated communication activity using
appropriate communication channels.
- Learners will consider the different channels business use and will
assess the merits of testing and evaluation
their own communication plans.
- They will explore the different legal constraints that
relate to marketing communications
and consider how closely
their practice conforms to industry standards,
taking into account the range
and quality of advice available to learners.
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 current theories of marketing communications (advertising)
|
1.1 Review
current theories of marketing communications (advertising)
|
|
2 Understand current practice of organisations involved in marketing
communications (advertising)
|
2.1
Analyse the changing roles of principal
areas of marketing communications
including:
● advertising
● direct and digital marketing
● public relations
● sale promotion
2.2
Explain the different focus of organisations
offering creative, channel,
platform and production services
2.3
Summarise
popular cultural
and social trends
2.4
Evaluate the relative
strengths and limitations of tools
used within principal areas of marketing
communications (advertising)
2.5
Review the processes and benefits
of integrated marketing communications
2.6
Explain the links between branding, public relations
and marketing communications performance
(advertising)
2.7
Review the uses, benefits
and limitations of different channels and platforms
2.8
Explain the importance of evaluation and testing
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|
Learning outcomes
|
Assessment criteria
|
|
3 Understand standards
and codes of practice
relating to marketing communications (advertising)
|
3.1
Summarise key aspects of legal
standards relating to marketing communications
(advertising)
3.2
Summarise key aspects of industry standards
relating to marketing communications (advertising)
3.3
Identify reliable sources of information on how to interpret legal
and industry standards relating to marketing communications (advertising)
|
|
4 Understand how trade bodies
and professional organisations influence the
marketing communications (advertising) industry
|
4.1
Explain the roles of trade bodies and professional
organisations within
the marketing communications
(advertising) industry
4.2
Analyse ways in which trade bodies
and professional organisations have led to
changes and developments in the marketing
communications (advertising) industry
|
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