Getting the Most Out of Advertising and Promotion

Advertising And Promotion In Business

Assignment Code: AB165B18…

Programme: BTEC Higher National Diploma in Business (Marketing)

Unit Title and Number: Advertising and Promotion in Business (Unit 18)

QFC Level: 4

Unit Code: J/601/1000

Credit value: 15 credits

Module Tutor: Mehedi Khan

Email: m.khan@mrcollege.ac.uk

Date Set: 23^rd September 2014

Name: ………………………………………….

Registration Number: ……………………………………………

Learner’s statement of authenticity

Student’s Name: _______________________Student’s ID Number: ___________________

I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged. I have identified and acknowledged all sources used in this assignment and have referenced according to the Harvard referencing system. I have read and understood the Plagiarism and Collusion section provided with the assignment brief and understood the consequences of plagiarising.

Signature: ___________________ Date: ___/___/_____

I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged.

Signature: ______________________________

Date: ……………………………………………

Is this a First Submission or Second Submission ?

Turnitin Score

Complete and copy this page and add it as the front sheet to your online submission

Part 2 Assignment Brief

Programme: BTEC Higher National Diploma (HND) in Business Marketing

Unit Title and Number: Advertising and Promotion in Business (Unit 18)

QFC Level: 4

Unit Code: J/601/1000

Credit value: 15 credits

Module Tutor: Mehedi Khan

Email: m.khan@mrcollege.ac.uk

Date Set: Starts: 23 September 2014, Ends: 5 December 2014

Distribution Date : 30.09.2014.

LO1 Submission Date : 21.10.2014 (for formative feedback)

LO2 & LO3 Submission Date : 10.11.2014 (for formative feedback)

LO4 Submission Date : 18.11.2014 (for formative feedback)

Final Submission Date (Full Assignment): 5th December 2014

Introduction

The effective use of advertising and promotion is a fundamental requirement for any business seeking to succeed in the modern business world. As they progress through the unit, learners will build up their understanding of advertising and promotion, which they can use to plan an integrated promotional strategy for a business or product.

The unit introduces learners to the wide scope of marketing communications and how the communications process operates. It includes a study of current trends and the impact that ICT has had on marketing communications. Learners will explore the marketing communications industry and how it operates. They will also develop some knowledge of how the industry is regulated to protect consumers.

Advertising and the use of below-the-line techniques are core components in the development of an integrated communications strategy. This unit covers both in detail. Learners will be introduced to the theory, as well as the practice, that is fundamental to understanding advertising and below-the-line techniques and how they can be used to their greatest effect. On completion of this unit learners will be able to plan an integrated promotional strategy for a business or product. This will include budget formulation, creative and media selection, and how to measure the effectiveness of their plan.

Specification of Assessment

Present your work in one business report style which should include table of contents, reference list, foot or end notes and appendices if any
Include the reference code of this assignment on your assignment submission front page.
Each page must be numbered at the bottom right hand side.
Ensure the following information is in the footer on every page:
- Your name
- The production date of your submission
- The code number of your assignment brief
- The page number
Spell-check the document and make sure there are no grammatical errors.
Complete all the tasks.
Produce clear specific reasoning and arguments in support of your answers.
Submit your work in a single work processed document of not more than 5000 words for all Learning Outcomes. This word limit is only for guidelines, and is not applied to grading.
You must include a bibliography at the end to show where your information was sourced.
Your sources must be identified using the Harvard referencing system. The words used in your bibliography will not be included in your word count.

ASSESSMENT TASKS

Learners are encouraged to be familiar with the assessment criteria and contextualised grade descriptors before completing these tasks.

Task 1

Task 1: Individual Assignment. This covers Learning Outcome 1, topics: Understand the scope of

marketing communications (Week 1 – 4 lectures).

1.1 explain the communication process that applies to advertising and promotion

1.2 explain the organisation of the advertising and promotions industry

1.3 assess how promotion is regulated

1.4 examine current trends in advertising and promotion, including the impact of ICT

Assessment Type: Individual Word Limit: 1500 max

Task 2

Group Presentation. It covers Learning Outcome 2 topics: Understand the role and importance of advertising.

2.1 explain the role of advertising in an integrated promotional strategy for a business or product

2.2 explain branding and how it is used to strengthen a business or product

2.3 review the creative aspects of advertising

2.4 examine ways of working with advertising agencies

Group Presentation

Maximum number of members of a team is seven with a minimum of five (this can be negotiated with the Module Leader if there are a surplus of students for certain groups). Participants are asked to form their own teams and notify the module tutors of the members via e-mail to k.frimpong@mrcollege.ac.uk. The final discretion as to size of teams remains with the Module Assessment Type: Group Leader. All team members must participate in the oral presentation, preparatory research and presentation materials.

The Presentations will last for 10 minutes, with 7 minutes for presentation and 3 minutes for questions. The presentations must be in PowerPoint® format. Specific references for all material must be cited within the text of the presentation.

Students must submit a detailed report, including the plan and contents of the presentation to the module Tutor on the day of the presentation.

Task 3

Individual Assignment. It covers Learning Outcome 3, topics: Understand below-the-line

techniques and how they are used Word Limit: 1000 max

3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product

3.2 evaluate other techniques used in below-the-line promotion

Assessment Type: Individual

Task 4

Individual Assignment. It covers Learning Outcome 4, topics: Be able toan integrated promotional strategies. Word Limit: 1500 max

4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy

4.2 carry out the development of a promotional plan for a business or product

4.3 plan the integration of promotional techniques into the promotional strategy for a business or product

4.4 use appropriate techniques for measuring campaign effectiveness.

Assessment Type: Individual

In this task, students need to develop an actual integrated promotion plan by applying the techniques of IMC (Integrated Marketing Communication) and (Promotion), which are taught in classes.

Students need to develop an actual integrated promotion plan

Firstly, decide the plan for business or product.

Secondly, set a budget for your promotion plan by following an appropriate process and discuss how this plan is appropriate for your integrated promotional strategy.

Thirdly, plan the integration of promotion techniques into promotion strategy for your chosen business or product.

Lastly, use appropriate measurement techniques and analyse and discuss how this integrated promotional plan is effective.

GRADING INFORMATION AND REQUIREMENTS

Achievement of a pass grade

A pass grade is achieved by meeting all the requirements defined in the assessment criteria for each individual unit.

Achievement of a merit or distinction grade

All the assessment criteria and merit grade descriptors need to be completed within a unit to achieve a merit grade.

All the assessment criteria, merit and distinction grade descriptors must be completed within a unit to achieve a distinction grade.

Any learner submission that does not meet a targeted assessment criterion must be re-submitted by a date specified by the assessor.

Grade Descriptors		Indicative Characteristics	Contextualised Grade Guidance
MERIT
M1 Identify and apply strategies to find appropriate solutions.		effective judgements have been made complex problems with more than one variable have been explored an effective approach to study and research has been applied
M2 Select / design and apply appropriate methods/techniques		relevant theories and techniques have been applied a range of methods and techniques have been applied a range of sources of information has been used the selection of methods and techniques/sources has been justified the design of methods/ techniques has been justified complex information/data has been synthesised and processed appropriate learning methods/techniques have been applied
M3 Present and communicate appropriate findings.		the appropriate structure and approach has been used coherent, logical development of principles/concepts for the intended audience a range of methods of presentation have been used and technical language has been accurately used communication has taken place in familiar and unfamiliar contexts The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.
DISTINCTION
D1 Use critical reflection to evaluate own work and justify valid conclusions	conclusions have been arrived at through synthesis of ideas and have been justified the validity of results has been evaluated using defined criteria self-criticism of approach has taken place realistic improvements have been proposed against defined characteristics for success
D2 Take Responsibility for managing and organising activities	autonomy/independence has been demonstrated substantial activities, projects or investigations have been planned, managed and organised activities have been managed the unforeseen has been accommodated the importance of interdependence has been recognised and achieved
D3 Demonstrate convergent / lateral / creative thinking	ideas have been generated and decisions taken self-evaluation has taken place convergent and lateral thinking have been applied problems have been solved innovation and creative thought have been applied receptiveness to new ideas is evident effective thinking has taken place in unfamiliar contexts

Plagiarism and Collusion

Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:

‘Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or otherwise, of any other person (including another student) or of any institution. Examples of forms of plagiarism include:

the verbatim (word for word) copying of another’s work without appropriate and correctly presented acknowledgement;
the close paraphrasing of another’s work by simply changing a few words or altering the order of presentation, without appropriate and correctly presented acknowledgement;
unacknowledged quotation of phrases from another’s work;
The deliberate and detailed presentation of another’s concept as one’s own.’

All types of work submitted by students are covered by this definition, including, written work, diagrams, designs, engineering drawings and pictures.

‘Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or more students consciously collaborate in the preparation and production of work which is ultimately submitted by each in an identical, or substantially similar, form and/or is represented by each to be the product of his or her individual efforts. Collusion also occurs where there is unauthorised co-operation between a student and another person in the preparation and production of work which is presented as the student’s own’. Unless stated otherwise, you must not produce assignments in disqualified for the assessment.

All submissions will be via Moodle and processed by Turnitin to check for plagiarism. You should aim for an overall score of no more than 15% with no single source over 4%.

Extension and Late Submission

If an extension is necessary for a valid reason, requests can me made using a course work extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension.

The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

Support Material

Unit 18: Advertising and Promotion in Business (J/601/1000)

Textbooks

Marketing Communications 4^th Edition, Chris Fill, Pearson Education LTD. ISBN: 0-273-68772-7
Advertising and Integrated Brand Promotion, Thomas Clayton O’Guinn, Chris Allen and Rich Semenik, Thomson Publishing, ISBN: 0-324-11380-3
Advertising and Promotion, An integrated marketing communications perspective 6^th Edition, George E Belch and Michael A Belch.
Principles of Marketing, Frances Brassington and Stephen Pettitt. ISBN: 0-273-64444-0
Kotler, P., Keller, K.L., Goodman, M., & Hansen, Torben (2009) Marketing Management, Prentice Hall, England
Advertising and Promotion- An integrated Marketing Communications Approach, Chris Hackley, 2^nd Edition (2010), Sage Publications Ltd, London

Journals

Campaign (Haymarket Publishing)

Harvard Business Review (Harvard Business Publishing)

The Marketing Review (Westburn Publishers Ltd)

The Marketer (Journal of the Chartered Institute of Marketing Magazine)

Marketing Business (The Chartered Institute of Marketing Magazine)

Marketing Week (Centaur Communications Ltd)

The Financial Times and other daily newspapers which contain a business

section and market reports

Websites:

Marketing Week (http://www.marketingweek.co.uk/)

Chartered Institute of Marketing (http://www.cim.co.uk/Home.aspx)

Advertising Age (http://adage.com/)

Bized provides a selection of teaching and learning resources http://www.bized.co.uk/

The Financial Times business sections http://www.ft.com/

The Times 100 multimedia resources http://www.thetimes100.co.uk/

Summative Feedback on this coursework will be given on

19th December 2014.

Referral dropbox will open from – 22nd December, 2014

Referral submission deadline – 3rd January, 2015

Referral result declared – 9th January, 2015

Assignment Resubmission Policy

A Resubmission is any work handed in for final assessment a second time.

The Final Deadline is the date on which the whole assignment must be completed and submitted (usually in week 12 at the end of the semester).

Work submitted To be Resubmitted

Referred after Final Deadline Four weeks after the final deadline

Missed Final Deadline End of next semester

Missed formative assessment(s) and

Referred after Final Deadline End of next semester

Referred SMALL after resubmission £25 reassessment fee
Referred LARGE after resubmission Repeat semester and attend classes

Completed, assessed units (Pass, Merit) from your first Semester may be reworked and submitted for a higher grade once only on payment of a reassessment fee of £25.

Part3 Assessment and Feedback Record

ASSESSMENT DECISION

Programme: BTEC Higher National Diploma (HND) in Business

Unit Title and Number: Unit 18: Advertising and Promotion in Business J/601/1000

Module Tutor: Dr. Frimpong

Learner’s Name :____________________

Learner ID:___________________

Assessment Criteria					Student’s Evidence Check	Met Y/N	Feedback
1.1		explain the communication process that applies to advertising and promotion
1.2		explain the organisation of the advertising and promotions industry
1.3		assess how promotion is regulated
1.4		examine current trends in advertising and promotion, including the impact of ICT
2.1		explain the role of advertising in an integrated promotional strategy for a business or product
2.2		explain branding and how it is used to strengthen a business or product
2.3		review the creative aspects of advertising
2.4		examine ways of working with advertising agencies
3.1		explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product
3.2		evaluate other techniques used in below-the-line promotion
4.1		follow an appropriate process for the formulation of a budget for an integrated promotional strategy
4.2		carry out the development of a promotional plan for a business or product
4.3		plan the integration of promotional techniques into the promotional strategy for a business or product
4.4		use appropriate techniques for measuring campaign effectiveness.
	Grade Descriptors			Indicative Characteristics				Contextualised Grade Guidance
	MERIT
	M1 Identify and apply strategies to find appropriate solutions.			effective judgements have been made complex problems with more than one variable have been explored an effective approach to study and research has been applied
	M2 Select / design and apply appropriate methods/techniques			relevant theories and techniques have been applied a range of methods and techniques have been applied a range of sources of information has been used the selection of methods and techniques/sources has been justified the design of methods/ techniques has been justified complex information/data has been synthesised and processed appropriate learning methods/techniques have been applied
	M3 Present and communicate appropriate findings.			the appropriate structure and approach has been used coherent, logical development of principles/concepts for the intended audience a range of methods of presentation have been used and technical language has been accurately used communication has taken place in familiar and unfamiliar contexts The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.
	DISTINCTION
	D1 Use critical reflection to evaluate own work and justify valid conclusions		conclusions have been arrived at through synthesis of ideas and have been justified the validity of results has been evaluated using defined criteria self-criticism of approach has taken place realistic improvements have been proposed against defined characteristics for success
	D2 Take Responsibility for managing and organising activities		autonomy/independence has been demonstrated substantial activities, projects or investigations have been planned, managed and organised activities have been managed the unforeseen has been accommodated the importance of interdependence has been recognised and achieved
	D3 Demonstrate convergent / lateral / creative thinking		ideas have been generated and decisions taken self-evaluation has taken place convergent and lateral thinking have been applied problems have been solved innovation and creative thought have been applied receptiveness to new ideas is evident effective thinking has taken place in unfamiliar contexts