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Assess the benefits and limitations of principle types of style, written tone of voice and format when used for different channels and platforms


Explain the implications of intellectual property rights and copyright when developing copy


1. Understand key issues relating to producing copy for use in marketing communications (advertising)


Generate possible creative concepts and solutions to meet the requirements and parameters of a client


Offer constructive suggestions on how a client’s brief and parameters might be changed and improved to those with the authority to make decisions


Confirm own understanding of a client’s requirements and parameters of a desired marketing communications (advertising) solution


Explain the importance of positioning creative ideas within an overall competitive context taking account of a client’s competitors’ activities and marketing communications (advertising) strategies


Identify production techniques which can be used across different platforms


2 Be able to identify and agree the requirements of clients for creative marketing communications (advertising) concepts and solutions


Identify the needs, expectations and relationship requirements of a client’s current and potential audiences


Assess the extent of a client’s current marketing communications activities


3 Be able to identify key characteristics of audiences of clients for marketing communications (advertising)


1 Understand key information relating to clients for marketing communications (advertising)


Inform colleagues, clients, agencies and/or suppliers promptly of any difficulties with carrying out agreed actions and negotiate and agree alternative action with them


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