Unit 9 Creative Product Promotion
Credits: 10 Level: 3
© Challenge College
Assignment brief
Unit number and title
Unit 9 – Creative Product Promotion
Qualification
BTEC Level 3 Certificate, Subsidiary Diploma & Diploma in Business
Start date
June 20th 2011
Deadline
November 2011
Assessor
L. McNeill
CRITERIA COVERED
P5, M3,
Wallet Warriors!!!
Assignment title
Creating Own Campaign Brief and Presentations
Purpose:
The aim of this unit is to give learners an opportunity to learn about the promotion mix, and the related topics of buyer
behaviour and branding, before going on to design their own small-scale promotional campaign.
Learning outcomes
On completion of this unit a learner should:
1 Know the constituents of the promotional mix
2 Understand the role of promotion within the marketing mix
3 Understand the role of advertising agencies and the media
4 Be able to create a simple promotional campaign.
Scenario:
Learners will apply the theory by designing a promotional campaign for a selected product to meet the needs of a
given campaign or creative brief. This unit gives learners the opportunity to view familiar images and experiences
through informed and analytical eyes.
You can consider the aspects of promotion alongside your own promotional designs which will provide a variety of
learning experiences. Planning the creation of promotional material may depend on the availability of resources such
as art studios, recording studios and drama facilities. Budget will be a key consideration. The precise nature of the
promotional activity will also depend on the range of skills and abilities you possess. You will benefit from working in
groups but must produce individual evidence of achievement for each assessment criterion.
Year 7 has entered the Step-Up Market Challenge and Wallet Warriors have also reached the regional heats of the
S4TP finals. Wallet Warriors wish to set up in business and you have agreed to design a promotional campaign.
Design a promotional campaign to help launch their product. Present the promotional materials, promotional plan, with
timings and costs, and a rationale for all decisions made in developing the campaign. They have given you a budget
of £100. They have only given you limited bits of information. These are listed below;
 Must reach a wide target audience in Bradford
 Must use a variety of media – but all must be linked
 Audience is likely to be 11-25
 Must have a slogan and a logo for the product
Unit 9 Creative Product Promotion

Credits: 10 Level: 3
© Challenge College
The Promotional campaign will last a maximum of 12 weeks
Evidence you must produce:


A promotional campaign for Wallet Warriors including a campaign brief, creative brief, video advert, posters,
flyers, etc
A rationale for your promotional campaign
Task 1
For P5 working in small teams (maximum of 3) you must:
Use the information you have been given to create the following in order to achieve your pass
 Create suitable Marketing Objectives for your promotional campaign
 A suitable Campaign Brief using the information you have been provided
 A suitable Creative Brief based on the information you have been given
 Prepare a suitable promotional campaign - including a video advert, any sample materials for posters, flyers
and any other materials that you will use to promote the product in question.
 You will need to look at the requirements of the company to make sure you meet your marketing objectives
 Make sure that you keep within your budget, the company will not be pleased, to ensure this you must
complete a cost breakdown of all money spent.
 A break- down of the activities you expect to do and the dates/days, when they will happen, almost like a
calendar
 A signed testimonial stating what work each team member has been involved in
In designing the campaign you should apply what you have learned about target marketing and promotional mix
covering the areas below:
Campaign brief: objectives eg target audience, budget
Creative brief: objectives eg to reach a given audience
Selection of content: communication of promotional message eg features, performance, benefits, quality, reliability
Campaign tactics: reach given target group; selection of appropriate media; selection or design of suitable promotional
materials/images; text and script according to media type; target audience; objectives; budget; selection of images eg
colour, impact, visibility, style, pace; other sensory dimensions; presentation; focus groups; stages – use of storyboards
eg mock-up, final proof, review, planning of next stage
Developing a promotion plan: choosing promotion mix; objectives; integration into wider marketing mix; timing;
frequency; cost; using promotion plan; media mix; use of internet
This provides evidence for P5
Task 2
For M3, you should provide a rationale for your promotional campaign, explaining why it is expected to achieve its
goals. Highlight any weaknesses or strengths and make recommendations for improvements which would have made
your campaign more successful.
This provides evidence for M3
Sources of information:
Textbooks
Cave S – Consumer Behaviour in a Week (Hodder Arnold, 2002) ISBN 0340849711
Chaffey D – E-Business and E-Commerce Management (FT Prentice Hall, 2003) ISBN 0273683780
Chaffey D, Mayer R, Johnston K and Ellis-Chadwick F – Internet Marketing: Strategy, Implementation and Practice
(Prentice Hall, 2008) ISBN 0273717405
Dibb S, Simkin L, Pride W M and Ferrell O C – Marketing: Concepts and Strategies (Houghton Mifflin, 2005)
ISBN 061853203X
Needham D and Dransfield R – Marketing: Everybody’s Business – Covering European and International Marketing
(Heinemann, 1994) ISBN 0435450255
Journals
Campaign (Haymarket Business Subscriptions)
Marketing (Haymarket Business Subscriptions)
Marketing Week (Centaur Communications Ltd)
Websites
www.amazon.com Amazon – online shopping
Unit 9 Creative Product Promotion
Credits: 10 Level: 3
© Challenge College
www.bbc.co.uk The British Broadcasting Corporation
www.bized.ac.uk Business education website including learning materials and quizzes
www.cim.com The Chartered Institute of Marketing
www.the-dma.org The Direct Marketing Association
www.e-bay.com eBay – online auctions
www.easyjet.com easyJet main website
www.marketingteacher.com Free marketing resources for learners, teachers and professionals
www.tesco.com Tesco
This brief has been verified as being fit for purpose
Assessor
Signature
Date
Internal verifier
Signature
Date
P5 design a promotional campaign for a given product/service to meet the needs of a given
campaign/creative brief. [CT]
M3 provide a rationale for a promotional campaign