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Unit 4: Advertising and Promotion
Description of unit
This unit is designed to provide learners with a comprehensive understanding of the key areas of advertising and promotion as part of an integrated approach to marketing communications.
Learners will develop the ability to determine specific promotional activities in response to target audience and other stakeholders' characteristics, and to apply and justify appropriate promotional mixes within a strategic and tactical framework.
Summary of learning outcomes
To achieve this unit a learner must:
1 Explore the scope of marketing communications
2 Investigate the role and importance of advertising
3 Assess the role of below-the-line techniques and how they are used
4 Prepare an integrated promotional strategy.
