Advertising

Guided learning hours

30 hours

Aims and Objectives

This unit aims to provide you with a knowledge and understanding of the function of advertising within the marketing mix, communications mix and society. This unit also aims to ensure that knowledge and understanding of the process of advertising, advertising planning and measuring effectiveness are in place.

Assessment Methodology

Examination

Learning Outcomes

By the end of this module you will be able to -

• Explain the role and structure of advertising in the marketing mix, the communications mix and society
• Explain the structure of the advertising industry and be able to identify the relationships between the advertiser, advertising agencies, suppliers (e.g. research, production) and media owners
• Set appropriate advertising objectives, strategies and budgets
• Understand how to plan strategies for creative and media execution
• Describe the controls on advertising; social acceptability, legal controls & voluntary constraints, and be able to apply them to given advertisements
• Select appropriate methods for measuring the effectiveness of advertising

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The CAM Foundation

Moor Hall, Cookham, Maidenhead
Berkshire, SL6 9QH UK

Telephone: +44 (0)1628 427120
Email: cam@cim.co.uk
Company no: 977606
Charity registration no: 313423