Skills of Dealing With Mass Media and Planning Advertisement Campaigns and Measuring Their Effectiveness

ICTD International Centre for Training and Development

ICTD International Centre for Training and Development

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

Business Analytics courses will introduce you to a popular and diverse profession. A business analyst is a specialist in many IT fields as well as in ...

Read more about Information Technology

Information technology is at the heart of any process connected to utilizing computers and communication systems. It is a quite broad term that is use...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Who should attend

Marketing staff and executives who wish to know more about the vital role that marketing communications play in organizations and their impact on brands and consumers. The program is also designed for anyone who wants to keep current on both conventional and digital marketing communication tools and strategies.

About the course

Great advertising is inspired by insights about consumers and brands and how the two interact. The process usually starts with a client problem and ends with a solution for consumers. The effectiveness of advertising also depends on the capability of agencies to develop and manage advertising for a range of media and maintain message “cut through” over time. This is the concept of “campaign ability”. In this course we will examine international and local advertising campaigns and specifically campaigns that have built a strong brand relationship with consumers and achieved specific communication objectives. The role and function of strategic planners will be explored, including how they transform research data into strategic insights and then use these insights as the foundation for effective advertising campaigns. In this course you will be given the challenge of developing an advertising campaign in response to a client brief.

## Course Objectives

By the end of the program, participants will be able to:

  • Describe field of marketing communications and explain the characteristics of successful campaigns (off-line and on-line).

  • Compare and contrast disciplines of marketing and advertising, and explain the functions, characteristics, and activities involved within.

  • Identify psychological factors that influence consumers and describe how these factors are assimilated into structure of effective campaigns.

  • Define principles of integrated marketing communications (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses.

  • Define advertising management process and explain how a company’s mission, products, and services impact its advertising programs.

  • Describe criteria for creative, effective advertising and marketing messages, giving consideration to the message’s strategic purpose, intended media, aesthetic intent, and target audience.

## Course Outline

The Role of Promotion and the Marketing Mix

  • An Overview of the Marketing Mix
  • The Role of Promotion in Marketing
  • The Elements of the Promotion Mix
    • Advertising
    • Personal Selling
    • Public Relations
    • Sales Promotion
  • Promotion Mix Strategies across the Product Life Cycle

Event Management: Creating Company/Brand Exposure

  • Creating an Event Concept
  • Key Elements of Event Design
  • Event Planning and Execution
  • Aligning Event Elements with Company/Brand Identity
  • Creating an Event Checklist

Launching an Advertising Campaign

The Process of Launching a Campaign * Characteristics of a Successful Campaign * Using AIDA to Come Up with Creative Decisions * Determining the Buyer-Readiness Stage * Selecting the Right Media Vehicles * Setting the Campaign’s Budget * The Role of the Advertising Agency * Advantages and Disadvantages of Using an Advertising Agency * What to Ask the Advertising Agency For

*The Framework of Promotional Campaigns *

  • Assessing the Brand’s Strengths and Weaknesses
  • Identifying a Clear Positioning
  • Identifying Target Market
  • Selecting a Consistent Message
  • Evaluating Different Creative Briefs
  • Agreeing on the Final Strategic Copy

*Digital Marketing Campaign Strategies *

  • Traditional versus Digital Marketing
  • Some Digital Marketing Tools
    • Facebook
    • Twitter
    • LinkedIn
    • Google Plus
  • Email Marketing
  • Mobile Marketing
  • Pay Per Click Marketing
  • Social Media Marketing
  • Preparing and Managing a Digital Marketing Campaign
  • Website Analytics: Measuring the Digital Marketing Effectiveness

Videos and materials

Skills of Dealing With Mass Media and Planning Advertisement Campaigns and Measuring Their Effectiveness at ICTD International Centre for Training and Development

This course has no confirmed dates in the future. Subscribe to be notified when it is offered.


Something went wrong. We're trying to fix this error.

Thank you

Someone from the Coursalytics team will be in touch with you soon.

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.