Instructor
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Dr. Mohammad Tariq Bucha
Phd. (Public Relations & Marketing)
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Advertising and Promotion will help you understand all the major marketing communication tools: advertising, direct marketing, the Internet, interactive media, sales promotion, public relations, personal selling, as well as social and consumer-driven media. This course will cover the following content;
1. An Introduction to Integrated Marketing Communications
2. The Role of IMC In the Marketing Process
3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
4. Perspectives on Consumer Behaviour
5. The Communication Process
6. Source, Message, and Channel Factors
7. Establishing Objectives and Budgeting for The Promotional Program
8. Creative Strategy: Planning and Development
9. Creative Strategy: Implementation and Evaluation
10. Media Planning and Strategy
11. Evaluation of Broadcast Media
12. Evaluation of Print Media
13. Support Media
14. Direct Marketing
15. Sales Promotion
16. Public Relations, Publicity, And Corporate Advertising
17. Personal Selling
18. Measuring the Effectiveness of The Promotional Program
19. International Advertising and Promotion
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