NEW PROFESSIONAL (6-WEEK) EVENING COURSE
(All six week courses cost £560 + VAT and are eligible for 'Train to Gain' Funding)!
Advertising
Commences Thursday 19th November 2009
(6.15pm to 9.30pm for 6 Thursdays)
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)
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