CATEGORY TYPE: Sales & Marketing

COURSE NAME:Organizing advertising campaigns and increasing Sales


UPCOMING EVENTS


START DATE END DATE CITY/COUNTRY PRICE Request
This course can be scheduled at your convenience, to request this course please click here
INTRODUCTION:

 

This course introduces the use of promotional strategy and marketing communications in achieving marketing objectives. It focuses on how product features/benefits can be translated into promotional appeals that will influence customer purchasing behavior. Topics include promotional objectives, product positioning, selecting media, creative analyses, budgeting and measuring promotional effectiveness. As a learning activity, students prepare an advertising campaign for a product, business, or not-for-profit organization.

OBJECTIVES:

 

  • 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.
OUTLINE:

 

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.

 

 

DURATION:
    • 5 Day(s)
  •  


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    Sabic

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    Sabic

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