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الأهداف
- Upon successful completion of this unit, the students shall be able to:
- Define and write marketing objectives.
- Define and write advertising objectives.
- Differentiate between marketing and advertising objectives.
- Chronicle how advertising fits into the overall marketing picture and is used as a strategic tool to achieve marketing objectives.
- Distinguish among marketers on the basis of their use of advertising strategy to achieve marketing objectives.
- Recognize how understanding advertising strategies can help you, both as a business person and as a consumer.
- Relate the role advertising can play in determining the outcome of social, political, and environmental controversies.
- Explain why some expensive advertising campaigns have been unsuccessful.
الخطوط العريضة
Traditional advertising:
- Brief historical outline and current situation of advertising.
- The concept of advertising.
- Types of conventional and direct mass advertising.
- Advertising’s influence on the Economy.
- Today in the advertising profession.
- How advertising makes its object.
People:
- Narrative voices.
- Ways of hearing.
- The genre of the advertisement
Materials:
- Substance and surroundings
- Picture, music, speech, and writing
- Language and paralanguage
Media services: Finding the right audience:
- Functional component of media services
- Execution of an effective Ad campaign
- Job opportunities in media services
Hyper advertising:
- Introduction
- Text
- Text structure and function
- Cohesion and coherence
- The advertising message as printed hypertext
Hypertext:
- Characteristic of hypertexts
- A structure of hypertexts
- Functions of hypertexts
- Cohesion and coherence in hyper advertising texts.
The hypertext message in online advertising:
- Critical publicity/public criticism: reflections on fieldwork in different countries Ad world.
- The revolution in marketing intimate apparel.
- Models, metaphors and client relations: the negotiated meanings of advertising.
Imagining and imagining the other.
Advertising and Brand management: the way to the top of profit.
Working for an advertising company:
- The correct way to sell space in print media
- The correct way to sell space in broadcast media.
- The qualities of a good media sales representative.
Attention seeking devices:
Tricks of the trade:
- To compare or not to compare
- Buzz and spin
- You’ve made it to the top
- Coming off the page
On-line advertising
- The world wide Web as a platform for advertising
- Types of Web advertisements.
- Effectiveness of on-line advertising
- The language of Web ads.
من ينبغى أن يحضر
المدة
5 أيام
