226 Assignment Brief for Advertisement and Promotion in Business -Unit 18 - Adv & Prom in Bus...
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Transcript of 226 Assignment Brief for Advertisement and Promotion in Business -Unit 18 - Adv & Prom in Bus...
Assignment BriefUnit 18: Advertising and Promotion in Business
Higher National in Business
Unit information
Higher National Diploma (HND) in Business
Unit Title: Advertising and Promotion in Business
Tutor information
Unit Lecturer: Mr M Rahman
Unit aim
The aim of this unit is to provide learners with the understanding and skills for using
advertising, promotion and marketing communication effectively. Learners will put
this into practice by planning an integrated promotional strategy
Learning outcomes and criteria covered by this assignment
The aim of this assignment is to demonstrate the understanding of marketing
communication and importance of advertising, evaluate advertising and promotion
techniques and planning for integrated promotional strategies. The learning outcomes
(LO) of the unit are given below:
LO1: Understand the scope of marketing communications
LO2: Understand the role and importance of advertising
LO3: Understand below-the-line techniques and how they are used
LO4L Be able to plan integrated promotional strategies
The unit has 14 pass, 3 merit and 3 distinction assessment criteria and these are given
below:
PASS CREITERIA
P1 (1.1): explain the communication process that applies to advertising and promotion
P2 (1.2): Explain the organisation of the advertising and promotions industry
P3 (1.3): Assess how promotion is regulated
P4 (1.4): Examine current trends in advertising and promotion, including the impact
of ICT
P5 (2.1): Explain the role of advertising in an integrated promotional strategy for a
business or product
P6 (2.2): Explain branding and how it is used to strengthen a business or product
P7 (2.3): Review the creative aspects of advertising
P8 (2.4): Examine ways of working with advertising agencies
P9 (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
P10 (3.2): Evaluate other techniques used in below-the-line promotion
P11 (4.1): Follow an appropriate process for the formulation of a budget for an
integrated promotional strategy
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 2
P12 (4.2): Carry out the development of a promotional plan for a business or product
P13 (4.3): Plan the integration of promotional techniques into the promotional
strategy for a business or product
P14 (4.4): Use appropriate technique for measuring campaign effectiveness.
MERIT CREITEIA
M1: Identify and apply strategies to find appropriate solutions
M2: Select/design and apply appropriate methods/techniques
M3: Present and communicate appropriate findings
DISTINCTION CRITERIA
D1: Use critical reflection to evaluate own work and justify valid conclusion
D2: Take responsibility for managing and organising activities
D3: Demonstrate convergent/lateral/creative thinking.
Power Struggle to Beat All Power Struggles
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 3
There have been always power struggles in the advertising and promotion industry:
brand versus brand; one agency against another agency; agency versus media
company; big advertiser with lots of money versus big retailer with lots of money. But
those old style power struggles were child’s play compared with the 21st – century
power struggle going on now. Estimates put the number of adverts the average
consumer encounters in a single day at somewhere between 1,000 and 5,000! Guess
what: consumers are tired of the barrage of adverts and are looking for ways to avoid
most of them. So, the big power struggle now is about how the advertising industry
can successfully adapt to the new technologies that consumers are willing and, in fact,
eager to use to gain more control over their information environment. Stated more
directly, how can the advert industry overcome the fact that none of us is eager to
have a 30-second TV advert interrupt a TV program we are really enjoying?
So, consumers, who have been the target of advertising and promotion for decades,
are discovering technologies and media options that give them more control over the
communications they see and hear. From MySpace to YouTube to FaceBook or
Wikipedia to millions of individual blogs, consumers are seeking out information
environments where they control their exposure to information rather than an
advertiser or media company being in control. In fact, consumers are becoming so
successful at communicating with each other. Advertising Age (the main advertising
industry trade publication) named “the consumer” as its “Best Advertising Agency for
2006” as a way to signify this change in consumer control. The “mass collaboration”
of consumers, as it is called, is such a dramatic change from traditional information
flow techniques that advertisers, advertising and promotion agencies, and media
companies are struggling to reinvent themselves.
We are all living the new technology reality – but how did it used to work? The old
system worked like this. An advertiser, like Nike or American Express, would work
with advertising agency, like Leo Burnett or J. Walter Thompson, and think of really
creative TV, radio, newspaper, magazine or billboard averts. Then, the advertiser and
its agency would work with a media company, like NBC, BBC, SKY TV or popular
newspapers, and buy time or space to place the advert so that you, as the consumer,
would see it when you watched TV or read your morning newspaper. Don’t get us
wrong, this still happens – a lot. Major media like TV, radio, and magazines rake in
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 4
about £400 billion worldwide in a year, and individual media companies like Hearst
Corporation generate several billion pounds annually in revenue. But much has
changed about the way advertisers, agencies, and media companies are trying to reach
control-seeking consumers. And some very smart people think that we are truly
heading into a totally new age with the industry on the cusp of even more dramatic
changes. In order to win in the advertising war, the businesses (advertisers) are also
required re-structuring.
First, from the consumer side- with the large number of media options available for
news, information, and entertainment, “media fragmentation” is a boon to consumers
and a huge headache for advertising agencies. The new “control seeking” generation
of consumers is behaving very differently from the cable-TV generation that preceded
it. Today’s consumers are insisting on the convenience and appeal and control of their
PC, iPod, mobile phone and broadband. There is some large degree of irony in the
control that consumers are starting to exert, however. While the traditional structure
of the advertising and media industry may be changed forever, the goal of that old
traditional structure has not changed – the brand needs to be highlighted. In fact, the
change in consumer orientation will make product branding even more important as
consumers choose what persuasive messages they want to be exposed to and where
they want to see them.
To that point, the importance of the brand in advertising and promotion is a key
theme. At the moment advertising and promotion agencies and their media partners
are struggling with just how to insert themselves and their clients’ brands into this
new environment controlled by the consumer. Some think “going with the flow” is the
answer by having agencies and media companies allow consumers to contribute to
content. Others, like Coca-Cola, understand that consumers will no longer tolerate
passive TV, radio or magazine adverts rather become part of consumers’ daily lives in
more subtle and seemingly natural ways. Part of Coca-Cola’s approach: pay £14
million to have Coke cups on the desks of the judges during Fox network’s American
Idol program.
While big advertisers like Coca-Cola recognise change and are trying to deal with it,
big media companies are offering advertisers to help and prepare advertising with
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 5
their network’s vast digital studio resources to make averts more attractive and
suitable for the products.
Advertising on the Internet now exceeds £14 billion through pop-ups, opt-in email,
banner ad, paid search and all other internet options but it is even not 5% of
worldwide expenditures in traditional advertising media. But some analysts believe
that within short time the internet will ultimately become the primary form of
message delivery and that traditional advertising “will become more of a way to
simply send people to your web site”. Like some other advertisers, Coca-Cola are
trying to move to the new era of advertising and are working to figure out how to
effectively send message to cell phones and iPods using the Internet without
alienating consumers. Such change in the advertising industry is nothing new but the
pace of change and the complexity of the change is more challenging than any other
industries on the earth.
The above case study gives you an overview of what problems advertising industries
are facing now-a-days and how big advertisers like Coca-Cola are coping with them
to make continues success on their business. You have just joined at Uxbridge Head
Quarter (HQ) of Coca-Cola Enterprise Ltd as a senior manager in the Advertising and
promotion division. Recently the sales of the company have been reduced slightly
compared to the last year. Your job is to communicate and work with all relevant
parties, review policies and procedures and planning for advertising and promotion in
order to meet the set strategic goal of increasing sales 25% by 2012.
Task introduction
You have to work on the case study given above for this unit assignment. In order to
collect facts and information on current trends and complexity of advertising and
promotion learners need to carry out research over the internet reading books, journals
and websites. Learners also need to read Edexcel unit specification and assessment
criteria for this unit in addition to all teaching resources/materials given in the
classrooms (all are also available in the college website) to present adequate evidence
to meet each criteria.
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 6
The assignment brief consists of four tasks (Task 1, Task 2, Task 3 and Task 4) where
each task consists of few questions. At the end of each question a criterion like P1,
P2, M1 and D2 has been written clearly. For pass grade, learners must complete all
pass criteria (P1 to P14) adequately. For merit grade, learners must complete all pass
and all merit criteria (M1 to M3) and all pass, all merit and all distinction (D1 to D3)
criteria for distinction grade. Just to remind that learners need to be careful about
accuracy of information (providing Harvard style referencing where necessary),
formatting and quality of writing while they will write the answers of the questions.
The size of the full assignment would be between 3,000 and 4,000 words excluding
references and appendix. An assignment outside this range may disqualify a learner.
Task 1 (Grading criteria covered P1, P2, P5, M1 and D3)
Q1. Explain the communication process that applies to advertising and promotion
(P1).
Q2. Explain the organisation of the advertising and promotions industry in the UK
(P2).
Q3. Explain what problems advertising companies are facing currently and how they
can solve them (M1).
Q4. Explain the role of advertising in an integrated promotional strategy for Coca-
Cola Enterprise Ltd (P5).
Q5. Explain branding and how it is used to strengthen a company like Coca-Cola
(P6).
Q6. Demonstrate your creative thinking regarding Coca-Cola branding and its
popularity in the UK market (D3).
Task 2 (Grading criteria covered P3, P4, P7, P8, D1 and M3)
Q7. Asses how promotion is regulated in the UK (P3).
Q8. Examine current trends in advertising and promotion among soft drink advertisers
in the UK and explain the impact of ICT on advertising and promotion industries (P4)
Q9. Review the creative aspect of Coca-Cola advertisement (P7)
Q10. Use critical reflection to evaluate your work (that you have collected for Q9),
justify your findings and make valid conclusions (D1).
Q11. Examine ways of working with advertising agencies (P8)
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 7
Q12. Communicate with any advertising agencies and present your findings (that you
have learnt for Q11) in a suitable format (M3).
Task 3 (Grading criteria covered P9, P10, M2 and D2)
Q13. Explain primary techniques of below-the-line promotion and how they are used
in an integrated promotional strategy for Coca-Cola Enterprise Ltd or any business in
the UK (P9).
Q14. Select and/or design appropriate methods/techniques for the Coca-Cola
Enterprise to boost their sales and meet strategic targets by 2012 (M2).
Q15. Evaluate other techniques used in below-the-line promotion for Coca-Cola
Enterprise Ltd or any other business in the UK (P10).
Q16. As a senior manager of Coca-Cola Enterprise Ltd. how would you carry out
responsibilities for managing and organising advertising and promotion activities to
meet its strategic target (D2)?
Task 4 (Grading criteria covered P11, P12, P13 and P14)
Q17. Follow an appropriate process for the formulation of a budget for an integrated
promotional strategy (P11).
Q18. Carry out the development of a promotional plan for Coca-Cola Enterprise Ltd.
or any business in the UK (P12).
Q19. Plan the integration of promotional techniques into the promotional strategy for
Coca-Cola Enterprise Ltd. or any business in the UK (P13).
Q20. Use appropriate technique for measuring campaign effectiveness (P14).
Plagiarism
In the case of plagiarism, the college follows assessment malpractice procedure very
strictly. If any evidence or malpractice is found, the college authority will deal the
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 8
matter quickly as possibly. If the report printed from the Turn-it-in software presents
more than 15% but equal to or less than 25% plagiarism, the assignment will be
checked thoroughly to ensure that it doesn’t exceed the tolerance of plagiarism (such
as few lines or paragraphs have been exactly copied). If it exceeds the limit of
tolerance or the Turn-it-in report presents plagiarism more than 25%, the assignment
must not be marked and will be returned to the learners disqualifying for the unit.
According to the definition of plagiarism – “using the work of others without
acknowledging source of information or inspiration. Even if the words are changed or
sentences are put in different order, the result is still plagiarism (Cortell, 2003)”
Learners must acknowledge (or write clear references) if they take any idea or any
factual information from any sources such as books, journals, internet or magazines.
If any learners share some or any part of work with any other learners, they must
consult with lecturers/tutors before submission of work. If it is applicable depending
on the nature of the work, learners must write down their own contribution as their
own work only. For groupwork, each learner must write down their own contribution
as part of their own work only rather than the full group’s work.
Assignment submission procedures
Learners must submit a hard copy of the full assignment to the college office no later
than 5PM on the submission date with suitable binding in addition to the softcopy and
a turn-it-in report. (Learners may need to upload the softcopy of the assignment to the
college website instead of the submission of softcopy, so learners are advised to ask
college authority before submission). Maximum 25% plagiarism will be tolerated
while learners will check their assignments onto Turn-it-in software. Before
submission learners must make sure that they have signed on the authentication
statement to declare him/her as the original author of the submitted assignment. After
submission, learners are advised to get a receipt from the college office for evidence.
Without a valid reason (such as serious illness, getting sick or death of close relative),
no late submission will be tolerated by the college. For extension of submission
deadline or acceptance of late submission, learners must contact college office (or
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 9
Director of Studies) in advance and apply for it filling in a coursework extension
request form and submit evidence such as medical certificate/note and photocopy of
death certificate.
Learners must not submit any soft/hard copy of assignment and talk about the
submission/late submission/extension deadline to the class tutor/lecturer in the
classroom or outside the classroom in any circumstances. Please note that
tutors/lecturers do not have the authority to alter or extend assignment deadline or
receive assignment directly from learners. After submission learners will get written
feedback from the assessors/markers within short time with pass, merit, distinction,
refer or fail outcomes. It normally takes three weeks but it depends on the
assessors/markers and college authority.
Guidelines on Presentation of assignments/reports
When preparing written assignments/reports/analysis you should ensure
that they:
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 10
are submitted by the deadline
are submitted with a fully completed Portfolio Submission Sheet
are produced on white A4 paper
are one and half-line spaced
are written using Comic Sans MS font – font size 12
contain numbered pages
contain your name, ID and assignment/unit name on the top right-hand
corner of each pages
are fully proofread and contain no spelling, punctuation or
grammatical errors
are well structured, using paragraphs and sub-headings where
appropriate
meet all the criteria on the assignment brief
demonstrate clear expression of ideas and arguments
demonstrate evidence of reading and research
are fully referenced, using the Harvard reference system (see separate
guidance for Harvard system referencing)
Use appendix at the end if applicable (in the case of diagram/chart,
plan, and so on to support your evidence)
are your own work!
Unit Assignment Submission Sheet
Name of student
Student declaration and I confirm that I am the author of this original
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 11
signature piece of work.
(Signature:) (Date:)
Date of submission
Date due
Unit number & Title
Name and signature of
Marker/assessor 1
Name and signature of
Marker/assessor 2 (if
applicable)
Comments on assignment
Pass Merit Distinction Refer Fail
Date Date Date Date Date
Marker 1 Marker 1 Marker 1 Marker 1 Marker 1
Marker 2 Marker 2 Marker 2 Marker 2 Marker 2
Return date:
Date for resubmission:
Assignment Checklist (Unit 18)Task no/Question no
Criteria Yes/No Comments
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 12
Task 1/Q1 P1- the communication process that applies to advertising and promotion
Task 1/Q2 P2 - Explain the organisation of the advertising and promotions industry
Task 1/Q3 M1 - Identify and apply strategies to find appropriate solutions
Task 1/Q4 P5 - Explain the role of advertising in an integrated promotional strategy for a business or product
Task 1/Q5 P6 - Explain branding and how it is used to strengthen a business or product
Task 1/Q6 D3 - Demonstrate convergent/lateral/creative thinking
Task 2/Q7 P3 - Assess how promotion is regulated
Task 2/Q8 P4 - Examine current trends in advertising and promotion, including the impact of ICT
Task 2/Q9 P7 - Review the creative aspects of advertising
Task 2/Q10 D1 - Use critical reflection to evaluate own work and justify valid conclusion.
Task 2/Q11 P8 - Examine ways of working with advertising agencies
Task 2/Q12 M3 - Present and communicate appropriate findings
Task 3/Q13 P9 - Explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product
Task 3/Q14 M2 - Select/design and apply appropriate methods/techniques
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 13
Task 3/Q15 P10 - Evaluate other techniques used in below-the-line promotion
Task 3/Q16 D2 - Take responsibility for managing and organising activities
Task 4/Q17 P11 - Follow an appropriate process for the formulation of a budget for an integrated promotional strategy
Task 4/Q18 P12 - Carry out the development of a promotional plan for a business or product
Task 4/Q19 P13 - Plan the integration of promotional techniques into the promotional strategy for a business or product
Task 4/Q20 P14 - Use appropriate technique for measuring campaign effectiveness
Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 14