This training course on Advertising Environment knowledge will be shared necessary to gain an in-depth understanding of the advertising environment, as well as the objectives from a company acting as an advertiser, the advertising media conventional and unconventional, the strategic planning the media, creative advertising communication, the consumer / recipient and the advertising agency.
Corporate
Corporate
8 pm
Advertising Environment
Corporate
8 pm
Introduction
Objectives
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Analyse an example advertisement.
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Understanding the phenomenon of advertising.
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Understanding the role of an advertiser.
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Identify strategic advertising principles.
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Distinguish between conventional and non-conventional media.
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Learn about media planning.
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Exploring the relationship between consumers and advertising
Table of Contents
TEACHING UNIT 1. INTRODUCTION
1. A prime example of advertising
2. Analysis of the example
3. The advertising phenomenon
4. Does advertising work?
TEACHING UNIT 2. THE COMPANY AS AN ADVERTISER
1. What is an advertiser?
2. The Advertiser’s intention
3. Strategic Foundations of Advertising
4. Segmentation
5. Advertising Objectives
TEACHING UNIT 3. ADVERTISING MEDIA
1. Conventional (above-the-line)
2. Non-traditional (below-the-line)
TEACHING UNIT 4. AUXILIARY SERVICES COMPANIES
1. Strategic media planning
2. Creative advertising communication
TEACHING UNIT 5. THE CONSUMER / RECIPIENT
1. The Power of the Consumer
2. Consumer attitudes towards advertising
3. How to capture the audience’s attention
4. Methods
5. Ensure physical stimuli are well structured
6. Provide information
7. To stir up emotions
TEACHING UNIT 6. THE ADVERTISING AGENCY
1. A bit of history
2. What is an advertising agency?
3. The Structure of an Advertising Agency
4. How advertising agencies charge
5. Points to bear in mind when selecting an advertising agency
6. Choosing the right agency
7. Functions of the Advertising Agency
8. Types of Advertising Agencies
9. Legal Aspects
TEACHING UNIT 7. MEDIA CENTRES
1. Concept
2. Lessons
3. Organisation of Media Centres
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