Description

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Topics include for The Advertising course:

1-The Advertising Business

• The history of advertising and the development of advertising as a business
• The current advertising scene, attitudes to advertising and the economic and social role of advertising
• What advertising does, the limitations of advertising, the many categories of advertising, advertising and marketing
• The role of advertising, the need for planning; advertising strategy, implementing the strategy, and deciding on advertising budgets

2-Planning advertising campaigns

• The importance of objectives; advertising in a marketing context, the particular strength of advertising, promotional strategy, advertising campaign planning, the management of advertising and the role of the advertiser
• The role of advertising agencies, how advertising agencies operate, choosing an agency, how advertising agencies get paid and working effectively with an agency

3-Advertising Media

• Where advertising appears, the importance of the medium, media selecting, advertising media compared, the ownership and management of the media, how advertising is sold, how advertising is bought
• Advertising and below-the-line promotion, above-and-below-the-line, direct mail, exhibitions, sales promotion, sales literature, merchandising and point-of-sale material, public relations, sponsorship and the promotional mix