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Unit 18 Advertising and Promotion in Business - level 4

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BTEC Higher National Diploma In Business - Unit 18 Advertising and Promotion in Business - level 4

Task 1:

1.1 Explain the communication process that applies to advertising and promotion.

1.2 Explain the organisation of the advertising and promotions industry.

1.3 Assess how promotion is regulated.

1.4 Examine current trends in advertising and promotion, including the impact of ICT.

Task 2:

2.1 Explain the role of advertising in an integrated promotional strategy for a business or product.

2.2 Explain branding and how it is used to strengthen a business or product.

2.3 Review the creative aspects of advertising.

2.4 Examine ways of working with advertising agencies.

Task 3:

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.

3.2 Evaluate other techniques used in below-the-line promotion.

4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional strategy.

4.2 Carry out the development of a promotional plan for a business or product.

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

4.4 Use appropriate techniques for measuring campaign effectiveness.


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