Unit 18 Advertising And Promotion In Business

Unit 18 Advertising And Promotion In Business

QualificationUnit number and title
BTEC Level5 HND Diploma in BusinessUnit 18:Advertising and Promotion in Business — Level 4
Student nameAssessor name
Susan Simei-Cunningham

Gidraph Michuki

Date issuedCompletion dateSubmitted on
22nd September 201412th December 2014 before 12. 00 midday
Assignment titleWembley Park – The New Lifestyle Destination
Learning OutcomeLearning OutcomeACIn this assessment you will have the opportunity to present evidence that shows you are able to:Task no.Evidence

(Page no)

LO1Understand the scope of marketing communications1.1Explain the communication process that applies to advertising and promotion.1 
1.2Explain the organisation of the advertising and promotions industry. 
1.3Assess how promotion is regulated. 
1.4Examine current trends in advertising and promotion, including the impact of ICT. 
LO2Understand the role and importance of advertising.2.1Explain the role of advertising in an integrated promotional strategy for a business or product.2 
2.2Explain branding and how it is used to strengthen a business or product. 
2.3Review the creative aspects of advertising. 
2.4Examine ways of working with advertising agencies. 
LO3Understand below-the-line techniques and how they are used.3.1Explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product.2 
3.2Evaluate other techniques used in below-the-line promotion. 
LO4

 

Be able to plan integrated promotional strategies.4.1Follow an appropriate process for the formulation of a budget for an integrated promotional strategy.3 
4.2Carry out the development of a promotional plan for a business or product. 
4.3Plan the integration of promotional techniques into the promotional strategy for a business or product. 
4.4Use appropriate techniques for measuring campaign effectiveness. 
Instructions
·         An electronic copy of your assessment must be fully uploaded by the deadline date and time.

·         You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document.

·         The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission.

·         Review the mitigating circumstances policy for information relating to extensions.

·         The file size must not exceed 20MB.

·         Ensure that all work has been proof-read and checked prior to submission.

·         Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.

·         Use the Harvard referencing system; otherwise it will be considered as plagiarised work.

·         Ensure that you back-up your work regularly and apply version control to your documents.

·         Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission.

·         You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.

·         Your work must be original with the appropriate referencing.

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature:                                                             Date:

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades
 Grade Descriptor Indicative characteristics Contextualisation
M1Identify and apply strategies to find appropriate solutionsEffective judgements have been made.To achieve M1, your recommended strategies for below-the-line promotion should be integrated to achieve maximum impact for Wembley Park.  (Task 2)
M2 Select / design and apply appropriate methods / techniquesA range of sources of information have been used.To achieve M2, you will need to identify, explain and demonstrate which methods you will be using to help achieve Wembley Park’s promotional goals. (Task3)
M3 Present and communicate appropriate findingsThe appropriate structure and approach has been used.

 

In order to achieve M3, you will need to use a professional report format, with clear headings, sub-headings and articulation. (Task1)
D1 Use critical reflection to evaluate own work and justify valid conclusionsConclusions have been arrived at through synthesis of ideas and have been justified.

 

To achieve D1, your answer should demonstrate the appropriateness of the recommended promotional strategies and techniques. In addition, include a critical evaluation of these techniques, identifying benefits, challenges and constraints alongside justifications. (Task 2) 
D2 Take responsibility for managing and organising activitiesImportance of interdependence has been recognised and achieved.To achieve D2, your promotional plan should be achievable for Wembley Park within the timeframe you propose. (Task 3)
D3 Demonstrate convergent /lateral / creative thinkingEffective thinking has taken place in unfamiliar context.To achieve D3: you will need to add a paragraph to your report that links the communication process to Wembley Park. For example, how one tool can support another.  In addition, you should demonstrate your creativity by advising your client on how you can integrate the various media to maximise impact. (Task 1)
Assignment Brief
Unit number and titleUnit 18: Advertising and Promotion in Business — Level 4
QualificationBTEC Level 5 HND Diploma in Business
Start date22nd September 2014
Deadline/hand-in 12th December 2014 before 12.00 midday
AssessorGidraph Michuki

Susan Simei-Cunningham

 
Assignment titleWembley Park – The New Lifestyle Destination
Purpose of this assignment

The aim of this unit is to provide learners with the understanding and skills for using advertising, promotion and marketing communications effectively. Learners will put this into practice by planning an integrated promotional strategy.

Wembley Park is the new lifestyle destination emerging around Wembley Stadium, bringing new shopping, leisure facilities, homes and public spaces to create a dynamic destination and neighbourhood for London.

Visiting Wembley Park will be about the fun of meeting friends, finding a bargain and enjoying a meal out. Wembley Park will be home to a growing and exciting neighbourhood that caters for the tastes of everyone. A destination not just for the big day, but for every day – combining urban parkland, great shopping, good food, thousands of new homes, hotels, entertainment and leisure facilities.

Everything you need in one place

With the opening of London Designer Outlet, Wembley Park will become a true everyday destination as well known for the satisfaction of finding a bargain, the thrill of the latest blockbuster and the enjoyment of a good meal, as it is for the excitement of the big event. It is also a significant commercial development, offering a number of strong business opportunities, including retail space and the generation of new jobs.

Wembley Park will welcome millions of people every year to enjoy world-class entertainment and sporting events and an outstanding retail and leisure offer that together will provide visitors with a day out like no other.

It will also be home to thousands of new high quality homes and a new community who will enjoy Wembley Park’s amenities, tree-lined boulevards, artisan markets and more.

Wembley Park makes a great day out, find out more at www.wembleypark.com.

Source: http://www.wembley.co.uk/

Scenario

Assume the role of an Advertising Executive in a major Central London advertising agency. Your agency has been approached by the Wembley Park management and asked to make a proposal to handle an advertising campaign for the Park aimed at helping it achieve its goals.

Task 1 – Understand the Scope of Marketing Communications

This task offers you an opportunity to achieve LO1: 1.1, 1.2, 1.3 , 1.4, M3 and D3

 Taking the role of an Advertising Executive, write a report to your client (Wembley Park) that addresses the following areas: 

·           Provide your client with an explanation of how the communication process applies to Wembley Park. (1.1)

·           Provide your client with a brief background of the advertising and promotion industry. (1.2)

·           Identify, assess and briefly explain how promotion is regulated within the UK. (1.3)

·           Explain some of the current trends in advertising and promotion, including the impact of ICT (e.g. social media) on promotional activities. (1.4)

Completion Date: 17th October 2014 

M3: Present and communicate appropriate findings

In order to achieve M3, you will need to use a professional report format, with clear headings, sub-headings and articulation. 

D3: Demonstrate convergent/lateral/creative thinking

This question builds on your pass criteria above. To achieve D3, you will need to add a paragraph to your report that links the communication process to Wembley Park. For example, how one tool can support another.  In addition, you should demonstrate your creativity by advising your client on how you can integrate the various media to maximise impact.

Task 2 –  Understand the Role and Importance of Advertising

This task offers you an opportunity to achieve LO2: 2.1, 2.2, 2.3 , 2.4, 3.1, 3.2 M1 and D1 

Develop a 15 minute pitching presentation for the Wembley Park campaign.   

Your presentation should use an appropriate format such as power points slide with speaker notes or any other presentation format agreed with your own lecturer.

Your presentation should address the following areas:- 

  • The role of advertising in an integrated promotional strategy for Wembley Park. (2.1)
  • Explanation of how branding Wembley Park can be developed and the benefits accruing from branding. (2.2)
  • Identification and review of the creative aspects of advertising in the context of Wembley Park. (2.3)
  • Outline how your agency will be working with other agencies. A Gantt chart may be used or any other presentation format. Roles and responsibilities should be identified. (2.4)
  • An explanation of below-the-line promotional techniques and how they can be used by Wembley Park in an integrated promotional strategy to achieve their promotional objectives. (3.1)
  • An evaluation of other below-the-line promotion techniques that can be used in future by Wembley Park. Include advantages and disadvantages of these techniques.(3.2)

Completion date : 21st November 2014

M1: Identify and apply strategies to find appropriate solutions

To achieve M1, your recommended strategies for below-the-line promotion should be integrated to achieve maximum impact for Wembley Park.

D1: Use critical reflection to evaluate own work and justify valid conclusions

To achieve D1, your answer should demonstrate the appropriateness of the recommended promotional strategies and techniques. In addition, include a critical evaluation of these techniques, identifying benefits, challenges and constraints alongside justifications.

Task 3 – Be Able to Plan Integrated Promotional Strategies

This task offers you an opportunity to achieve LO4: 4.1, 4.2, 4.3, 4.4, M2 and D2

 ·                     Create a budget for the Wembley Park campaign. Follow an appropriate process for the formulation of a budget for an integrated promotional strategy. (4.1)

·                     Demonstrate how you intend to carry out the development of a promotional plan for Wembley Park. (4.2)

·                     Plan the integration of promotional techniques into the promotional strategy for a business or product. (4.3)

·                     Discuss appropriate techniques that you will be using for measuring campaign effectiveness for Wembley Park. (4.4) 

Completion Date: 12th December 2014 

M2: Select / design and apply appropriate methods / techniques

To achieve M2, you will need to identify, explain and demonstrate which methods you will be using to help achieve Wembley Park’s promotional goals. 

D2: Take responsibility for managing and organising activities

To achieve D2, your promotional plan should be achievable for Wembley Park within the timeframe you propose.

Answer Sheet

Task 1 LO1: 1.1, 1.2, 1.3 , 1.4, M3 and D3

Please type your answer here

Task 2 LO2: 2.1, 2.2, 2.3 , 2.4, 3.1, 3.2 M1 and D1

Please type your answer here

Task 3 LO4: 4.1, 4.2, 4.3, 4.4, M2 and D2

Please type your answer here

 

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