Advertising

Main Topics of Study:

Advertising and the Marketing Function

  • History of advertising
  • Definitions
  • Costs
  • Advertising and the marketing mix
  • Advertising as a communication process

Types of Advertising

  • Consumer advertising
  • Industrial advertising
  • Trade advertising
  • Retail advertising
  • Financial advertising
  • Recruitment advertising

The Advertising Agency

  • Role of the advertising agency
  • Recognition and the commission system
  • Service agencies
  • Media independents
  • A la carte agencies
  • Agency personnel
  • Advertising agency jargon

Advertising Media – Above-The-Line

  • Definitions
  • The press
  • Radio
  • Television
  • Alternative television
  • Cinema
  • Outdoor and transportation

Advertising Media – Below-The-Line

  • Types of media and their applications

Sales Promotion

  • Growing importance of sales promotion
  • Types of sales promotion scheme
  • Terminology
  • Problems and risks

Sponsorship

  • Definition and examples
  • Objectives
  • Cost-effectiveness

Direct Mail and Direct Response

  • Characteristics of direct mail
  • The sales letter and enclosures
  • Mailing lists
  • Mail drops
  • Direct response marketing
  • Consumer protection

Exhibitions

  • Importance of exhibitions
  • Types of exhibition
  • Characteristics of exhibitions
  • Using exhibitions

Copywriting

  • Writing copy that sells
  • Copy devices
  • Copy elements

Layout and Typography

  • Planning the advertisement
  • Design and layout
  • Typography
  • Television commercials

Printing Processes

  • The five main processes
  • Choice of process

Public Relations

  • Differences between public relations and advertising
  • Public relations consultancy services
  • In-house public relations departments
  • Public relations and advertising
  • Press relations

Corporate Advertising

  • Prestige or institutional advertising
  • Advocacy or issue advertising
  • Diversification and take-over
  • Crisis advertising
  • Financial advertising

Advertising Research

  • Value of research
  • Research in developing countries
  • Research before, during and after the campaign
  • Media research – sources of statistics
  • Tracking studies

Law and Ethics of Advertising

  • Legal and voluntary controls
  • Law of contract
  • Defamation
  • Statute law
  • Voluntary controls

Planning and Executing an Advertising Campaign

  • Preliminary discussions
  • Development of copy platform
  • Preparing the campaign
  • The campaign and afterwards