ICM-Advertising
Aims of Advertising Training:
The aim of this training is to build on basic marketing knowledge in order to enable students to understand, set up and monitor a publicity campaign.This training is designed to develop candidates’ abilities in working as members of a team and communication skills within their team and with an audience. Problem solving, application of numeracy and accounting skills and decision-making will be necessary in order to complete a campaign brief.
Candidates will be able to:
- Understand thoroughly the nature, structure, function and operations of the advertising and promotion industries worldwide.
- Articulate a thorough understanding of the nature, structure, function and operations of the advertising and promotion industries worldwide.
- Explain the relationship between advertising and promotion, public relations and marketing objectives.
- Analyze and explain the importance of the role played by advertising and promotional activities in effectively executing the corporate objectives of various types of organizations.
- Explain the construction and working of the advertising and promotion industries and the interactions between the various organizations which constitute them.
- Discuss the impact of advertising and related activities on society and the way controls to regulate their use are instituted in various countries.
Topics Covered:
- Introduction to Advertising
- Advertising Theories, Concepts and Frameworks
- Advertising Strategies, Planning and Positioning
- Creativity, Content and Appeals
- Brand Communications: The Role of Advertising
- The Advertising Industry
- Traditional Media
- Digital Media and Emerging Technologies
- Media Planning
- Measuring Advertising Efficiency and Effectiveness
- Standards and Responsibilities
- Contemporary Issues in Advertising