The purpose of this assignment is to provide the student with the understanding and skills for using advertising, promotion and marketing communications effectively and to put this into practice by planning an integrated promotional strategy.
Scenario:
You work in the marketing department of a medium-sized Hong Kong organisation. Your work involves you in your organization's marketing communications tasks, especially in its advertising and promotion campaigns. The choice of organisation is the student's but the student should choose one that the student is familiar with or a well-known organisation as information about the organisation would be easier to obtain. Before attempting to cover all the assessment criteria, the student should introduce the organisation chosen, explain the student's role in the organisation, and discuss its business. The student is encouraged to fully research the chosen organisation. Whatever the choice of organisation, the student is expected to demonstrate a good degree of research skills and to be able to make recommendations based on a sound and in-depth analysis of the chosen organisation and its strategic planning process.
Task 1: the scope of marketing communications:
1. Explain the communication process that applies to advertising and promotion
2. Explain the organisation of the advertising and promotions industry
3. Assess how promotion is regulated
4. Examine current trends in advertising and promotion, including the impact of ICT
Task 2: the role and importance of advertising:
1. Explain the role of advertising in an integrated promotional strategy for a business or product
2. Explain branding and how it is used to strengthen a business or product
3. Review the creative aspects of advertising
4. Examine ways of working with advertising agencies
Task 3: below-the-line techniques and how they are used:
1. Explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product
2. Evaluate other techniques used in below-the-line promotion
Task 4: planning integrated promotional strategies:
1. Follow an appropriate process for the formulation of a budget for an integrated promotional strategy
2. Carry out the development of a promotional plan for a business or product
3. Plan the integration of promotional techniques into the promotional strategy for a business or product
4. Use appropriate techniques for measuring campaign effectiveness