NEW PROFESSIONAL (6-WEEK) EVENING COURSE

By designing creative advertising campaigns students on this course will explore the world of marketing and promotion and acquire an excellent understanding of this field. They will acquire a thorough grounding and learn the importance of marketing communications to the development of a business and make a positive contribution to the work of a Marketing, Advertising & Public Relations department.

Areas covered include:

Advertising & 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 & 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 & 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 & Direct Response:
Characteristics of direct mail, the sales letter and enclosures, mailing list, 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 relation departments, public relations & advertising, press relations.

Corporate Advertising:
Prestige or Institutional advertising, advocacy or issue advertising, diversification & 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 & Ethics of Advertising:
Legal & voluntary controls, law of contract, defamation, statute law, voluntary controls.

Planning & Executing an Advertising Campaign:
Preliminary discussions, development of copy platform, preparing the campaign, the campaign and afterwards.

Core Text: Advertising – Frank Jefkins – 4th Edition (Longman)