Record of Learner Achievement
Unit:
Ofqual Unit Reference Number:
Unit Review Date:
Understand the Role of Marketing and Advertising
in Live Events and Promotion L3 CV2
K/601/6321
31/12/2016
LEARNING OUTCOMES
ASSESSMENT CRITERIA
The learner will:
The learner can:
1. Understand the role of
advertising and marketing
1.1. Describe key campaign production
processes, including television,
press, print, on-line and digital
1.2. Describe key topics to be addressed
within an advertising proposal
1.3. Explain the importance of reach,
frequency and impact in achieving
advertising objectives, and the
relative advantages and limitations
in these respects of the main
advertising media types
1.4. Describe how to identify potential
risks in relation to the achievement
of objectives
1.5. Explain the importance of
consulting with colleagues and
other stakeholders during the
development of the proposals and
how to do this effectively
1.6. Explain how to develop measures
and methods for monitoring and
evaluating performance against the
advertising strategy
EVIDENCE LOCATION
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2. Understand advertising and
marketing in relation to the
sector and particular
organisation
2.1. Describe the market in which the
organisation works, its
products/services and two key
market developments in the
organisation’s sector
2.2. Describe the organisation’s
advertising objectives and strategy,
and their fit within its overall
marketing strategy
2.3. Describe the organisation’s target
customer base (both internal and
external) in terms of: media habits
needs and expectations
2.4. List at least two actual and potential
competitors to the organisation,
and describe the key features of
their advertising strategies
2.5. Describe the regulatory, ethical and
code of practice requirements and
their impact upon advertising
practice in the organisation’s sector
Assessment Requirements
Learners will need to carry out research, but will also need to spend some time in the marketing and
advertising department of this sector. Evidence may be in the form of a written report or presentation. A
witness testimony from a member of the marketing and advertising department of their organisations will
provide supplementary evidence. Professional discussion can be used to ensure learners have a good
understanding of the unit criteria.
Learning Outcome 1
1.1 Production processes: artist interviews (TV and radio), sponsorship, traditional methods (leaflets,
posters, billboards), new methods (web pages, social internet).
1.2 Key topics: client information/needs, target market, advertising strategy.
1.3 Advantages and limitations: cost, reach, audience, frequency, timing, lead times, impact.
1.4 Potential risks: current or future events which could have a potentially negative impact on
achievement of objective:(low ticket sales, cancellation of the event, public support, rising
expenditure.
1.5 Importance of consulting: timing of marketing events, economic factors, additional support
needed, venue problems(local disputes), artists continued popularity.
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1.6 Measures and methods: research, event plan action points, issues, communication with other
bodies and groups, ticket sale reports, competitor analysis.
Learning Outcome 2
2.1 Market: music events, sporting events, festivals, concerts. Products/services: live bands, retail,
catering, sales. Market developments: digital events, community arts, live exhibitions.
2.2 Objectives: target audience, sales maximisation marketing budget limits, limitations on the type
of promotions, free advertising, local and national press releases.
2.3 Target customer base: type of customer by age, gender, lifestyle, locality. Media habits: type of
products consumed by the target audience, when and how they buy them.
2.4 Competitors: local competition, national competition, like for like organisations, similar
organisations, new organisations, identical and substitute products.
2.5 Regulatory, ethical and code of practice requirements: code of practice relevant to the
industry, advertising standards; organisational ethical codes of conduct; legal, data protection,
legislation affecting advertising. Impact upon advertising practice: restrictions, legal, decent,
honest and truthful, ethical, fair, accessible.
Final Tutor Feedback (Strengths and Areas for Improvement):
Learner Submission Disclaimer
I declare that this is an original piece of work and that all of the work is my own unless referenced.
Assessor Disclaimer
I confirm that this learner’s work fully meets all the assessment criteria listed above at the correct level and
that any specified evidence requirements have been addressed.
Assessor
Learner
Date
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