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Pearson BTEC Level 3 National Extended Diploma in Business, Unit 18:Creative Promotion, Assignment 1 - Explore the role of integrated marketing communications in creative promotion.$12.02
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Pearson BTEC Level 3 National Extended Diploma in Business, Unit 18:Creative Promotion, Assignment 1 - Explore the role of integrated marketing communications in creative promotion.
My document will be a distinction example for the Pearson BTEC Level 3 National Extended Diploma in Business, Unit 18:Creative Promotion, Assignment 1 - Explore the role of integrated marketing communications in creative promotion.
BTEC Business Level Three National Extended Diploma : Unit 18.
Creative Promotion.
Explore the role of integrated marketing communications in creative promotion.
You are interested in a job in marketing communications. You have
approached a large local business to ask about work placement
opportunities.
The Communications Executive has asked you to demonstrate your
Vocational Scenario or
knowledge of the ways in which businesses communicate with current
Context
and potential customers for promotional purposes.
You have been asked to write a report exploring the marketing
communications used by two contrasting businesses.
Independent Research
You should start by choosing two contrasting, suitable, businesses.
You will need to carry out research into their promotional activities,
and investigate the techniques and methods they use. This research
will be used in the report to illustrate examples of good practice.
The report - How integrated marketing communication aids creative
promotion in Business X and Business Y
The report should begin by introducing the two contrasting businesses
you have been investigating, and describing their promotional
objectives.
For each business selected you will need to give a detailed analysis
of the effectiveness of the marketing communication activities used.
To do this you will need to provide:
Detailed exploration and illustration of the marketing communication
aids used including the techniques and methods used by each
Task 1
business. Throughout this you will need to provide clear and
considered examples to help the reader understand the marketing
communication activity used by each business.
A methodical and detailed examination of the effectiveness of the
different marketing communication activities used and how each
activity interrelates to influence overall effectiveness. It is important
that in doing so you explain why it is important to ensure that
marketing communication activities are well integrated by maintaining
consistency of promotional activities as well as consistency with other
elements of the marketing mix.
To conclude the report, choose ONE of the businesses and provide a
conclusion about the extent to which promotional activity has
supported the achievement of the promotional objectives of that
business. You will need to carefully consider all factors that apply and
come to a conclusion as to which are most important or relevant.
Checklist of evidence Written report
required. Bibliography using Harvard referencing
Criteria covered by this task:
, BTEC Business Level Three National Extended Diploma : Unit 18.
Creative Promotion.
Explore the role of integrated marketing communications in creative promotion.
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference.
Assess the extent to which promotional activity supports the achievement of
D1
promotional objectives for a selected business.
Analyse the effectiveness of the marketing communication activities of contrasting
M1
businesses.
Explain the importance of integrated marketing communication activity to contrasting
P2
businesses.
Explore and illustrate how marketing communication aids creative product promotion.
P1
Assignment Introduction.
In this assignment, I will use research to develop a report exploring the marketing
communications used by two contrasting businesses. I will use The Co-op and Apple as
both businesses have many comparative features and elements.
The Co-op is a chain of supermarkets and small retail businesses internationally that trades
food retail and wholesale, pharmaceutical products, insurance services, legal services and
funeral care. The Co-op’s first store was located at 31 Toad Lane, Rochdale and founded by
the Rochdale Pioneers to provide affordable food for all. The Co-op now owns over 2,600
retail stores globally and has a slogan of “It’s what we do”.
Apple is a technology company that operates within retail chains internationally that trades
iPhones, Macs, iPads, Wearables, Home and accessories electronics. The first Apple store
was located at Tysons Corner in McLean, Virginia on Saturday, 19th of May, 2001. Apple
was founded by (late) Steve Jobs, Ronald Wayne and Steve Wozniak. Apple now owns over
516 retail stores globally and has a slogan of “Think different”.
P1 - Explore and illustrate how marketing communication aids creative product
promotion.
Marketing communication is the way of how a business communicates to consumers and/or
to the target market. This can be taken in many different forms as follows:
● Marketing the product. This is where (in this instance) The Co-op would leverage
paid and non-page opportunities such as business pages on instagram or facebook
to physically promote by advertisement through billboards or radio/TV adverts. These
are communication channels with heavy traffic (or foot flows).
● Messaging or other ways of communication between the business and the
consumer/target audience. By communicating with consumers, this will start to
develop a strong value proposition.
● When a business nurtures, this means that the Co-op or Apple would deliver
business/brand promises and incentivising customers to promote the Co-op or Apple
(in this instance) to their network through word-of-mouth marketing. Word of mouth
marketing is an effective way of communicating as there is a relationship between
the consumer and their audience. This will ultimately assist the business to achieve
its possible goals of increasing sales of the company’s products and services.
By being creative or very simple when promoting a product or service of which the Co-op
and Apple serves, this would create awareness and develop an understanding of the
features and/or characteristics of such. This will slowly distinguish them from the competition
within the entire market and to educate the market about what the product and/or service
stands for. This will eventually lead to building a positive image on the Co-op and Apple.
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