Assignment Brief

Unit 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

Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI

P11 (4.1): Follow an appropriate process for the formulation of a budget for an integrated promotional strategy 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

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 childs 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. Dont 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 controlseeking 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 restructuring. 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. Todays 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-Colas approach: pay 14 million to have Coke cups on the desks of the judges during Fox networks 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 their

Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI

networks 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

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) Q12. Communicate with any advertising agencies and present your findings (that you have learnt for Q11) in a suitable format (M3).

Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI

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 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 doesnt exceed the tolerance of plagiarism (such as Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI 8

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 groups 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 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.

Unit18_Advertising & Promotion in Bus Assignment brief/HND_B/LSCI

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: are submitted by the deadline are submitted with a fully completed Portfolio Submission Sheet

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 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 signature declaration and I confirm that I am the author of this original piece
of work. (Signature:) (Date:)

Date of submission
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Date due Unit number & Title Name and signature Marker/assessor 1 Name and signature Marker/assessor 2 applicable) Comments on assignment

of of (if

Pass
Date Marker 1 Marker 2

Merit
Date Marker 1 Marker 2

Distinction
Date Marker 1 Marker 2

Refer
Date Marker 1 Marker 2

Fail
Date Marker 1 Marker 2

Return date: Date for resubmission:

Assignment Checklist (Unit 18)

Task no/Question no Task 1/Q1 Task 1/Q2 Criteria P1- the communication process that applies to advertising and promotion P2 - Explain the organisation of the advertising and promotions industry M1 - Identify and apply strategies to find appropriate solutions P5 - Explain the role of advertising in an Yes/No Comments

Task 1/Q3 Task 1/Q4

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Task 1/Q5

Task 1/Q6 Task 2/Q7 Task 2/Q8

Task 2/Q9 Task 2/Q10 Task 2/Q11 Task 2/Q12 Task 3/Q13

Task 3/Q14 Task 3/Q15 Task 3/Q16 Task 4/Q17

Task 4/Q18

integrated promotional strategy for a business or product P6 - Explain branding and how it is used to strengthen a business or product D3 - Demonstrate convergent/lateral/creative thinking P3 - Assess how promotion is regulated P4 - Examine current trends in advertising and promotion, including the impact of ICT P7 - Review the creative aspects of advertising D1 - Use critical reflection to evaluate own work and justify valid conclusion. P8 - Examine ways of working with advertising agencies M3 - Present and communicate appropriate findings P9 - Explain primary techniques of below-theline promotion and how they are used in an integrated promotional strategy for a business or product M2 - Select/design and apply appropriate methods/techniques P10 - Evaluate other techniques used in belowthe-line promotion D2 - Take responsibility for managing and organising activities P11 - Follow an appropriate process for the formulation of a budget for an integrated promotional strategy P12 - Carry out the

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Task 4/Q19

Task 4/Q20

development of a promotional plan for a business or product P13 - Plan the integration of promotional techniques into the promotional strategy for a business or product P14 - Use appropriate technique for measuring campaign effectiveness

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