Note to Mentors

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Unit Purpose and Aims

The purpose of this unit is to;

The aim of this unit is to give the student a thorough understanding of the nature of advertising through looking at old and new ads and examining what makes them work. This unit also requires learners to understand how their success is measured and to gain an understanding of required terminology used in the description of advertising.

Learning Outcomes

Learners will;

1.  Understand how to identify a potential commercial, tactical or topical opportunity for a client

Learners can;

1.1 Identify examples of when advertising agencies have presented commercial, tactical and topical opportunities for a client and explain how one of them became a successful new commercial opportunity.

1.2 Explain why this is commercially valuable and how much value it can add to businesses.

2. Be able to Discover a relevant process to identify opportunities that might add value to a creative business.

2.1 Describe a process for identifying these opportunities

2.2 Manage this process alongside other projects and responsibilities

 

Learning Tools, Resources & Links

Things that will help the learner develop understanding of this unit;

Mentors  please add your ideas, examples, case studies, links to articles, videos, etc. here.

Read the news

Take a big brand. Look at the news and the business press for that week. How are market conditions affecting your brand? What opportunities do they present for it to communicate? How can the company best do that and through which channels? How quickly should it react? These are interesting times: right now, we can get proactive with clients so think about what your business case would be for your idea that’s come out of this research. Is is a commercial opportunity? Is it reputation management? Is it crisis management? If you were in a client meeting, what would you say?

Tactical Advertising

http://smallbusinessadvertisingstrategies.com/small-business-advertising-–-6-steps-to-an-effective-tactical-advertising-campaign/