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Unit Title:
Unit code:
QCF Level:
Credit value:
Module Tutor:

BTEC Higher National Diploma (HND) in Business

Advertising and Promotion in Business
15 credits
Dr. M K Newaz


Learning outcomes and criteria covered by this assignment:
All pass criteria

All merit descriptors

All distinction descriptors

Key dates
Distribution date: 15/09/2014
Submission date: 12/12/2014
The aims of this assignment are to measure the outcome of students learning in terms of knowledge
acquired, understanding developed and skills or abilities gained in relation to achieve the learning
This assignment contains a real life scenario of a firm, which is already in the market for long and
practicing business under nearly perfect competitions.
You are expected to demonstrate an understanding for using advertising, promotion and effective marketing
communications of an organisation. Additionally students will put this into practice by planning an
integrated promotional strategy. It will also enhance their knowledge on parameters within which
organizations act.
You are expected to answer the subsequent questions in an analytical essay format. There is no word limit
for the assignment; however, you should cover your assignment with at least 2000 words, with no specific
word limit for each question. The structure of the essay should include a brief introduction of the case
company, followed by answer to each question written separately. In writing this report, the work that you
present must be your own. However, you will clearly have to work with and present the work of others.
Ensure that you clearly indicate the relevant source(s) of material that you present to support your work.


Use the case studies from below and provide solution to the following
outlined assignment requirements. Please perform secondary research to
answer the questions. The assignment should be typed in TIMES NEW
ROMAN font with size not larger than 12. All required citations or
references should be listed in separate ordering.

Coursework Format:
Your coursework should include:
A title page,
Tables of content
Main body
o Requirement 1
o Requirement 2
o Requirement 3
o Requirement 4

Reference list (please use Harvard Referencing System)

Credit will be provided for those who will adopt an appropriate format and structure, provide
citation in the body of the report using Harvard Referencing System, produce reference list that
matches with the citations within the body (Distinction descriptor 2)

Specification of Assessment 1- Assignment


BMW, the German car manufacturer, has been strategically focused on premium segments in the
international car market. With its BMW, Mini and Rolls-Royce brands, the company has become one of the
leading premium car companies in the world. BMWs strong identity and marketing campaigns are often
credited as the building blocks of the companys continuing success. There are four values that define the
BMW identity inside the organisation (organisational identity) and its corporate brand and communication
to external stakeholders: dynamism, aesthetics, exclusivity and innovation. These values has been central to
BMWs success in terms of the companys leadership in design and consistently communicated across all
its corporate communication, corporate design, consumer advertising as well as through the behaviour of
managers, designers and retail staff. The brand consultancy Interbrand argues that three four brand values
align customers image and associations with the vision and culture of BMW.
BMW has long focused on innovation but made it the driven force for its product development process and
its philosophy at the end of the 1990s. Since then, the company has put a lot of emphasis on its research
and development (R&D), making it a core element of its corporate strategy. BMWs success has been its
ability to nurture new ideas, short-list the potential ones and process them till the end of stage through an
integrated innovation process. The innovation process within BMW is aimed at systematically channelling
potential innovations to the actual product development stage. The process focuses on three major areas,
unique selling propositions for each car to be launched, breakthrough innovations and concept cars to
convey BMWs brand image at automobile shows. For this purpose, the company has implemented systems
to search for and filter innovative ideas from across the world (within and outside the company), which
after further development can be carried over into actual product development and car vehicle
manufacturing processes. Besides its focus on innovation, the company has also been a powerhouse of


creative and aesthetic designs of cars. According to Christopher Bangle, global chief design for BMW, our
fanaticism about design excellence is matched only by companys driving desire to remain profitable.
Bangle sees the companys core value as being an engineering-driven company whose cars and
motorcycles are born from passion. In his words; We dont make automobiles, which are utilitarian
machines you use to get from point A to point B. We make cars, moving works of art that express the
drivers love of quality.
The values of dynamism, aesthetics, innovation and exclusivity are carried through in all of the companys
communication to consumers and to other stakeholders. They feature as brand promises in dealer and
customer materials including showroom interior design, tradeshow materials, advertising and customer
promotion packages. These values also featured as part of the companys branded entertainment strategy.
This strategy consisted of product placement in movies (including a series of James Bond films) and an
initial set of five short promotional films in 2000 that were made available online on the BMW website.
The online films cleverly built BMWs brand image and were promoted using trailers on television, print
and online advertisements that drove customers to visit the website. In 2002, BMW produced three more
promotional films inspired by the success of the first five films. Particularly because of its creative
advertising, the BMW brand has come to be associated with the words driving and performance. The
companys taglines in many adverts were The Ultimate Driving Machine and Sheer Driving Pleasure.
According to marketing guru Al Ries, this association with driving was a very powerful component of
BMWs brand as it led consumers to associate BMW with high-performing cars.
However a study commissioned by BMW in 2005 revealed that in the USA a large percentage of luxury car
buyers did not consider BMW at the point of purchase. The management of BMW in the USA realized that
some kind of change was needed in the companys communication. In the words of US Marketing Director
Jack Pitney: Were entering new product segments all the time and we cant afford to not be on the
shopping lists of this many people..People think we have a cool persona as a brand, but say we lack
humanity. Pitney felt that BMW needed to draw upon its brand history and particularly its four identity
values to add a sense of humanity to the brand.
Pitney and his colleagues in the USA felt that the situation faced by BMW was actually a direct result of
the companys overemphasis on performance driving over the past 33 years. He felt that consumers
instead were looking for brands that stood for larger values. In the companys brief to ad agencies pitching
for the accounts, the company said that BMW wants to bring the excitement back to the brand and restore
the equilibrium between its products and its marketing communications. Remember your challenge is not
to reinvent the brand but to evolve the marketing from its current one-dimensional focus on performance.
A new agency was successfully recruited and in May 2006, the North American arm of BMW released a
new advertising campaign promoting itself as a company of ideas. The tone and tenor of the new
campaign were different from previous adverts in the past. The series of new ads no longer stressed the
BMW cars performance, but were intended to project the companys competence in design and its
corporate culture that fostered innovation. In doing so, BMW wanted to build demand by reaching out to
consumers who had until now not considered purchasing a BMW vehicle. At the same time, the company
wanted to make the existing BMW loyal customers proud of the companys success story. The ad campaign
was unveiled through various media including adverts in magazines, on television, on outdoor billboards
and on the internet. The campaign tried to communicate BMWs independence and freedom to pursue
innovation ideas, as it was neither owned by nor part of a division of another company. The ads still
featured the tagline The Ultimate Driving Machine but placed little emphasis on its high performance
features. The focus instead was on the theme of BMW as a company of ideas, where radical design and
ideas are encouraged as a way of supporting the tagline around performance. According to Pitney, the idea
was to draw upon the companys distinctive identity based on aesthetics and innovation and show
consumers and the general public how car actually becomes an ultimate driving machine.


The above case study of BMW gives you a brief overview of how a company using advertising, promotion
and marketing communication effectively. As requirements of this module students are advised to answer
the following requirements accordingly. You are expected to answer each question. You are expected to use
relevant examples to illustrate the key concepts and wherever suitable, quote examples and illustrations
from the above case study.
Requirement 1:
Explain the communication process that applies to advertising and promotion. To present your
answers you may use the case study above or an organisation of your choice (P1.1)
Explain the organisation of the advertising and promotions industry. You may refer to BMW to
relate your answers or choose an organisation of your choice (P1.2)
Assess how promotion is regulated (P1.3)
Examine current trends in advertising and promotion including the impact of ICT. You will need to
relate to the given case study or an organisation of your choice (P1.4).
Requirement 2:
Explain the role of advertising in an integrated promotional strategy for a business or product
decisions. Refer to the given case study to present your answers (P2.1).
Explain branding and how it is used to strengthen a business or product. The answer need to given
in the light of the above case study or an organisation of your choice (P2.2)
Review the creative aspects of advertising strategy (P2.3).
Examine ways of working with advertising agencies. This need to be achieved by relating to BMW
or an organisation of your choice (P2.4)
Requirement 3:
Explain primary techniques of below-the-line promotion used by BMW or an organisation of your
choice (P3.1).
Evaluate other techniques used in below-the-line Promotion by BMW or an organisation of your
choice (P3.2)
Requirement 4:
Follow an appropriate process for the formulation of a budget for an integrated promotional
strategy in relation to given scenario or an organisation of your choice (P4.1).
Carry out the development of a promotional plan for BMW or its products (P4.2)
Plan the integration of promotional techniques into the promotional strategy for BMW or its
product (P4.3).
Use appropriate techniques for measuring campaign effectiveness of BMW (P4.4)


Grade Descriptors

Indicative characteristics


M1 Identify and apply

strategies to find
appropriate solutions

Effective judgements have

been made
An effective approach to study
and research has been applied

M2 Select/design and
apply appropriate

methods /techniques have been

M3 Present and
communicate appropriate

Coherent, logical development

of principles/concepts
for the intended audience

To achieve M1, you will make

effective judgement about what
regards to the application to
advertising and promotion in the
circumstances of your case study
To achieve M2, you will have used
suitable methods to evaluate other
techniques used in below-the-line
promotion by BMW (P3.2)
To achieve M3, the work must
development of the appropriate
process for the formulation of a
promotional strategy in application
to BMW (P4.1).
To achieve D1, you have to arrive
to conclusions through the use of
measuring campaign effectiveness
by BMW and justify your choice

D1 Use critical reflection Conclusions have been arrived

to evaluate own work and at through synthesis of ideas
justify valid conclusions
and have been justified

Realistic improvements have

been proposed against defined
characteristics for success
D2 Take responsibility for Activities have been managed To achieve D2 you have to
managing and organising
demonstrate effective research
approach showing effective use of
references and citations within the
text and reflecting such in a
bibliography list in Harvard style
D3 Demonstrate
Effective thinking has taken To achieve D3, you will show
convergent/lateral/creative place in unfamiliar context
evidence of creative thinking in
your approach to the task
assignment questions in relation to
the required criteria.

Plagiarism and Collusion


Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context
the definition and scope of plagiarism are presented below:
Using the work of others without acknowledging source of information or inspiration. Even if the words
are changed or sentences are put in different order, the result is still plagiarism. (Cortell 2003)
Collusion describes as the submission of work produced in collaboration for an assignment based on the
assessment of individual work. When one person shares his/her work with others who submit part or all of
it as their own work.
Extension and Late Submission
If you need an extension for a valid reason, you must request one using a coursework extension request
form available from the college. Please note that the lecturers do not have the authority to extend the
coursework deadlines and therefore do not ask them to award a coursework extension.
The completed form must be accompanied by evidence such as a medical certificate in the event of you
being sick.
Support materials
Fill C Marketing Communications: Contexts, Strategies and Applications 3rd Edition
(FT/Prentice Hall, 2002) ISBN: 0273655000
Smith P R and Taylor J Marketing Communications, An Integrated Approach
(Kogan Page, 2001) ISBN: 0749436697
Yeshin T Integrated Marketing Communications: The Holistic Approach (CIM/Butterworth
Heinemann, 1998) ISBN: 0750659637
Journals and newspapers
The Financial Times and other daily newspapers which contain a business section and market
International Journal of Advertising
International Journal of Corporate Communications
Journal of Product and Brand Management
Marketing Business
Marketing Incentive
Marketing Review
Marketing Week
Lucozade and Lara Croft (1998, TV Choice) TV advertisement for a revamped product
The Marketing Mix at Cadburys (1998, TV Choice) the thinking, planning and advertising
behind the launch of the Fuse chocolate bar
What Is Marketing? (2001, TV Choice) covers 4Ps and branding
Websites provides case studies appropriate for educational purposes The Chartered Institute of Marketings site contains a useful Knowledge Centre

LONDON SCHOOL OF COMMMERCE AND IT Marketing magazine Revolution magazine multimedia resources


We expect students to use the alphabetical or name-date method known as the HARVARD system. There
are two parts in this system:
1. Citation within text or body of the report:
In this the author's surname and year of publication are cited in the text, e.g. (Bond, 2004).
2. Reference List:
A reference list (of these citations) is included at the end of the assignment, in alphabetical order by
author. The reference list also includes additional details such as the title and publisher.
A bibliography lists relevant items that you have used in the preparation of the assignment but not cited in
your text. A bibliography should also be in the Harvard style and the inclusion of such a list shows that you
have read widely beyond the items you have cited.
Examples of citation within text or body of the report:
1. Cormack (1994, p.32-33) states that................
2. ............ This view has been supported in the work of Cormack (1994, p.32-33).
3. Jones (1946) and Smith (1948) have both shown
4. Corporate Author:
1st citation: Royal College of Nursing (RCN), 2007
2nd citation: RCN, 2007
Examples of listings in reference list:
Books with one author:
Redman, P., 2006. Good essay writing: a social sciences guide. 3rd ed.
London: Open University in assoc. with Sage.
Books with two, three or four authors
The required elements for a reference are: Authors, Initials., Year. Title of book. Edition. Place:
Kirk, J. & Munday, R.J., 1988. Narrative analysis. 3rd ed. Bloomington: Indiana University Press.
Books with more than four authors
For books where there are more than four authors,use the first author only with surname and initials
followed by et al.
The required elements for a reference are:
Author, Initials., Year. Title of book. Edition. (only include this if not the first edition) Place: Publisher
Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University Press.
For e-books the required elements for a reference are :
Author, Year, title of book. [type of medium] Place of publication: Publisher
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.


If available at website:
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.
Available at: / E-books [accessed 5 June 2005]
5 Journal articles
Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part number), Page
Perry, C., 2001. What health care assistants know about clean hands. Nursing Times, 97(22), p.63-64.
Newspaper articles
Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before page numbers of
Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3 Sep. p.4-5.

Journal articles from an electronic source

Boughton, J.M., 2002. The Bretton Woods proposal: an indepth look. Political Science Quarterly,
[online]. 42 (6), Available at: http://www.pol.upenn/articles (Blackwell Science Synergy) [accessed
12 June 2005]

National electronic Library for Health. 2003. Can walking make you slimmer and healthier? (Hitting the
headlines article) [Online]. (Updated 16 Jan 2005) Available at: [accessed
10 April 2005]
The title of a web page is normally the main heading on the page.
E-version of annual reports
Marks & Spencer, 2004. Annual report 2003-2004. [Online]. Available at: [accessed 4 June 2005]