Institute of Commercial Management | Qualification Subject

Campaign Planning & Control

Main Topics of Study

Introduction to the Marketing Communication Process

  • The marketing communications mix
  • Advertising
  • Public relations
  • Sales promotions and other promotional activities

Advertising and Public Relations Theory and Practice

  • AIDA
  • DAGMAR
  • Hierarchy of effects
  • Brand image and perception in communications

The Role of the Advertising Agencies

  • Search, evaluation and selection
  • Media/client relationship
  • Company/agency relationship
  • Contracts, agreements, etc.

The Media

  • Magazines
  • Newspapers
  • Product brochures
  • Sales literature
  • Radio
  • Television
  • Outdoor
  • Other media

Media Production

  • An introduction to printing, photography, copy
  • Radio
  • Outdoor advertising
  • Television
  • Decision making responsibility and co-ordination
  • Cost restraints

Marketing Objectives

  • The campaign objectives
  • Strategies
  • Campaign development
  • Briefing the agencies

Market Research

  • Corporate research
  • Media research

The Campaign Plan & Budget Development

  • Advertising
  • Public relations
  • Sales promotions
  • Sampling
  • Trade shows
  • Merchandising, etc.

Creative Production/Traffic

  • Advertising and public relations concepts
  • Copy and press releases
  • Layout design scheduling
  • Campaign testing

The Campaign Launch

  • Distribution of materials
  • Coordination
  • Internal and external communications

Developing the PR Position

  • Press release
  • Copy and information gathering, i.e. testimonials and other success stories
  • Community activities
  • Organising interviews with the press and other activities
  • Sales promotions
  • The sales force
  • Distributors
  • Trade shows
  • Exhibitions
  • Organisation for the campaign launch and scheduling
  • Internal and external communications
  • Handling complaints and enquiries

Direct Marketing

  • Mailing list research
  • Buying and mailing
  • Sales leads and database systems
  • Handling complaints and crisis
  • Campaign monitoring and evaluation

Recommended Reading

Main Text:

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Advertising: What It Is and How to Do It – R White (McGraw Hill)

Indicative Text:

Alternative Text and Further Reading:

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All About Public Relations – R Haywood (McGraw Hill)

Success in Advertising & Promotion – D Milner (John Murray)