Course Overview
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Course Synopsis
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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. You will also be able to know how to research and evaluate a company’s marketing and promotional situation and how to use these various functions in developing effective communication strategies and programs.
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Course Learning Outcomes
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By the end of the course, you should be able to:
- Discuss advertising and promotion and its role in modern marketing.
- Identify role of advertising and promotion in the overall marketing program.
- Understand market segmentation and positioning.
- Analyze the communications process.
- Determine the methods for allocating the promotional budget.
- Identify the promotional mix elements that form the basis of the integrated marketing communications program.
- Plan and develop the creative strategy and advertising campaign and examine the creative process.
- Examine how a media plan is developed
- Discuss the advantages and disadvantages of the broadcast media (TV and radio) as well as issues regarding the purchase of radio and TV time and audience measurement.
- Evaluate the role of support media such as outdoor and transit advertising and some of the many new media alternatives.
- Explain rapidly growing areas of direct marketing.
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Course Calendar
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1
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Introduction, Importance of Advertising, Definition of Advertising
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2
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Advantages of Advertising, History of Advertising
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3
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Classification of Advertisements, Function of Advertising, Impact of Advertising
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4
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Practical Benefits, Ethics in Dvertising, Advertising- a Marketing Tool
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5
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Assembling Marketing Mix, Product Life Cycle
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6
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Product Life Cycle; Marketing Plan;
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8
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Advertising Objectives, Positioning
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9
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Branding; Creative Strategies
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Assignment No. 1
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10
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Designing Message; Message Structure; Basic Terms
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12
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Communication Objectives; Pre-Testing; Media Research
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Quiz No. 1
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14
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Communication Models; Messege Effectiveness Factors
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16
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Persuasive Advertisement Strategy
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Quiz No. 2
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17
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Advertising Apeals; Media Mix Decisions
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GDB No. 1
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20
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Weasel Words; Advertisement Campaigns
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21
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Sponsorship; Advertising Media
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22
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Television Advertising; Radio Advertising; Cable TV; Transit Advertising; Billboards Adver
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Midterm Exam
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23
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Internet Buzzwords; Importance, Objectives, Types and Challenges of Online Advertising
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24
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Tools for Online Advertising; The Promotional Mix; Promotional Planning Process
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25
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Features, Types, and Importance of Sales Promotion
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26
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Advantages and Disadvantages of Publicity; Personal selling; International Advertising
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27
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Analysis of Marketing Environment
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28
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How to Make a Successful Plan
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29
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Promoting Business in Low Cost; How to Identify Customers.
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31
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Keeping Clients; Being Top Account Executive; Managing Advertising Agency.
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Quiz No. 3
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32
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Duty of Boss of Ad Agency; Advertising Without an Agency; Logo and Corporate Identity.
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33
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Ad Production; Types of Newspaper Ads; Newspaper Ad Design Tips.
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34
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Magazines; Radio; Television.
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35
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Utility of Radio, TV, Newspapers, Magazines; Direct Mail
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36
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Point of Purchase; Bill Boards; Transit Ad; Ad Specialities; Limits of Advertising.
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37
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Planning Campaign; Evaluating Brands; How to Understands Ads.
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38
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Low vs. High Involvement; Maximizing Impect; Web Advertising.
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39
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Buy-Ology of Mind; Making Good Ad Campaigns.
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40
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How to Rise to the Top
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41
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Lessons for success; Creating Design that Sells
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42
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Creating Design that Sells; Designing on Computer
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43
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Benefit List; Demographics; Target Market; Competitors
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Final Term Exams
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