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Introduction and Fundamentals of
Advertising - Code no: M&S-2
Schedule
Workshop Objectives:
This course is designed new entrants to the field understand the
process from initial planning stages to the very end stage of a
campaign. Participants will be better equipped to plan, manage,
brief and work with advertising agencies to ensure that targets
are achieved in their advertising campaigns.
Workshop Contents:
Advertising
. Brief history
. Definitions; marketing versus advertising
. Definitions; advertising and public relations
. The marketing mix and the role of advertising
. The communication process
. Requirements for effective campaigns
The advertising department and the advertising
agency
. Structure and roles – Advertising departments
. Structure and roles – Advertising Agency
. Advertising Agencies:
- Selection
- Appointment
- Working
with advertising agencies
Advertising media; importance and characteristics
. Below the line
. Above the line
Types of advertising
. Consumer
. Business to business
. Corporate advertising
. Corporate identity
The advertising campaign
. Structure / Process
. Situation analysis
. SWOT analysis
. Objectives
. Target audience
. Geographical strategies
. Positioning
The advertising campaign – Execution
. Steps and roles; interaction between the advertising department
and the advertising agency
. Advertising and ethical issues
Language and Handouts:
English language
Duration:
15 hours
Who should attend:
All persons involved in the field of advertising
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