Advertising and Promotion

SISFU/QSF-ACD-006

Rev 003 dtd 15 June 2015

SCHOOL OF BUSINESS AND COMPUTING

BTEC HND in Management, Marketing,

Human Resource Management, Accounting &

Computing and Systems Development

Front Sheet

UNIT 18 – Advertising and Promotions

Student number/

Student name:

Group:

Activity Reference: 18-02

Date due: 15 December, 2015

Assessor(s): Maria Isabel A. Reyes

Date submitted:

Outcome /

Skill

LO3.

Understand

below-theline

techniques

and how they

are used

Evidence

3.1 Explain the primary

techniques of below-the-line

promotion and how they are

used in an integrated

promotional strategy for a

business or product

Assessor’s

decision

Feedback

1

1/5

3.2 Evaluate other

techniques used in belowthe-line promotion

4.1 Follow an appropriate

process for the formulation of

a budget for an integrated

promotional strategy

LO4. Be able

to plan

integrated

promotional

strategies

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

2

3

4

5

2/5

4.4 Use appropriate

techniques for measuring

campaign effectiveness

6

Merit grades awarded

M1

M2

M3

Distinction grades awarded

D1

D2

D3

Assessor’s additional feedback and comments

I confirm that this is all my own work (student to sign and date)

INTERNAL VERIFICATION (Internal Verifier to sign and date)

3/5

SCENARIO:

You completed your internship at OGILVY & MATHER. Inspired with the way they treated their interns, you

applied with their agency. Your are now being considered for future hiring as an Account Executive. To evaluate

your qualifications, you were required to demonstrate your knowledge on the principles of below the line tools,

techniques and their uses. Your appreciation and application of integrated marketing communication principles

will likewise be...