Define the term ‘media’ and identify the differences between traditional and new media

As an Assistant to the Client Manager of an Advertising Agency, you have been asked to

produce an information leaflet to be circulated to delegates attending an advertising and

media presentation at the local Chamber of Commerce.

The purpose of the leaflet is to ensure that non-marketing managers are better informed

about the benefits and opportunities arising from the effective use of marketing media

and advertising. It will be used to encourage delegates to consider working with your

advertising agency and therefore the style should be professional and interesting but not

too dry or academic. It should include up to THREE illustrations, if appropriate.

The leaflet should:

 define the term ‘media’ and identify the differences between traditional and new

media

 explain the advantages and disadvantages of different media from an advertiser’s

perspective

 identify the different promotional tools available and the role of each of the tools

within a coordinated marketing mix

 explain the advantages to an organisation of implementing an advertising campaign,

including how they are evaluated.

Word count: 1,000 words maximum, excluding relevant appendices

Appendix

 Provide a brief background to the chosen organisation, its customer base and

product/service offered, if not previously described (two sides of A4 maximum).

Task Three Advertising and Media

15% weighting

ASSESSMENT CRITERIA AND MARK SCHEME

Assessment Criteria Marks

Available

CAM

Examiner’s

Mark

CAM

Moderated

Mark

Definition of the term ‘media’ and the

differences between traditional and new media 2

Explanation of the advantages and

disadvantages of different media from an

advertiser’s perspective

4

Identification of the different promotional tools

available and the role of each of the tools within

a co-ordinated marketing mix

3

Explanation of the advantages to an

organisation of implementing an advertising

campaign, including how they are evaluated.

4

Format and Presentation

 Relevance to the tasks

 Use of supporting concepts and frameworks

 Professional tone and required format

 Harvard Referencing

2

Total Mark 15

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