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Advertising and Promotion in Business AimThe 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. Learning outcomes and assessmentLO1 Understand the scope of marketing communications1.1 explain the communication process that applies to advertising and promotion1.2 explain the organisation of the advertising and promotions industry1.3 assess how promotion is regulated1.4 examine current trends in advertising and promotion, including the impact of ICT LO2 Understand the role and importance of advertising2.1 explain the role of advertising in an integrated promotional strategy for a business or product2.2 explain branding and how it is used to strengthen a business or product2.3 review the creative aspects of advertising2.4 examine ways of working with advertising agenciesLO3 Understand below-theline techniques and how they are used3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product3.2 evaluate other techniques used in below-theline promotion LO4 Be able to plan integrated promotional strategies4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy4.2 carry out the development of a promotional plan for a business or product4.3 plan the integration of promotional techniques into the promotional strategy for a business or product4.4 use appropriate techniques for measuring campaign effectiveness.
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