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Explain the strategy and positioning behind clients’ portfolios of products and services


Summarise key aspects of public, legal, regulatory and ethical requirements in clients’ sectors


1. Understand the contexts in which clients for marketing communications (advertising) operate


Analyse and process data and information for own and other departments in own employer organisation


Explain how own work contributes to the vision and activities of own employer organisation


Identify ways in which the activity of own employer organisation’s competitors is changing


Review key features and benefits of services offered by own employer organisation


Explain how the commercial goals and priorities of own employer organisation impact on budgets


Explain the roles of trade bodies and professional organisations within the marketing communications (advertising) industry


Identify reliable sources of information on how to interpret legal and industry standards relating to marketing communications (advertising)


Summarise key aspects of legal standards relating to marketing communications (advertising)


Evaluate the relative strengths and limitations of tools used within principal areas of marketing communications (advertising)


Explain the different focus of organisations offering creative, channel, platform and production services


1.1 Review current theories of marketing communications (advertising)


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