COURSE OVERVIEW:

Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product.

Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services.

Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.

Advertising management is a complex process that involves making many layered decisions including the developing advertising strategies, setting an advertising budget, setting advertising objectives, determining the target market, media strategy (which involves media planning), developing the message strategy and evaluating the overall effectiveness of the advertising effort.) Advertising management may also involve media buying.

The first part of this course discusses the nature, scope and types of advertising then looks at the functions and different dimensions of advertising. Then gives an insight into the elements of marketing mix and the communication process. It enables you to understand the fundamentals of promotion.

The second part highlights the role of advertising. It gives an insight into the primary and secondary demand. Then deals with the types of communication and emphasises on integrated marketing communication. It analyses the customer and competition.

The third part discusses the appropriate strategies used for advertising. These include media, positioning, planning and other strategies. Then explains why an effective advertising a campaign has to be planned and implemented in a logical manner. Also, gives an insight into the advertising effectiveness and the looks at the methods used to evaluate them.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• What is advertising management?
• What does the promotion mix consist of?
• The nature of advertising
• The scope of advertising
• The advertising functions, objectives and activities
• The different dimensions of advertising
• The ethical advertising
• The informative advertising
• The persuasive advertising
• The reminder advertising
• The consumer advertising
• The trade advertising
• How to advertise for image building?
• How to advertise for positioning?
• How to advertise for attitudinal change?
• The reinforcement advertising
• The retention advertising
• The collective advertising
• The cooperative advertising
• The end product advertising
• The direct response advertising
• The classified advertising
• The communication process in advertising
• The advantages and disadvantages of advertising
• Personal selling and its advantages and disadvantages
• Sales promotion and its advantages and disadvantages
• Publicity and public relations
• The role of advertising in promotion mix
• The primary and selective demand
• The process of advertising
• The types of communication in advertising
• The customer and competition
• The customer analysis and the competitive analysis
• How the customer is greatly affected by advertising?
• The strategies for advertising
• What is included in the formulation of an advertising strategy?
• The advertising strategy alternatives
• The advertising campaign planning
• How to analyse market opportunity?
• The target market and ad objectives
• How to test for advertising effectiveness?
• The methods of pretesting the advertisement
• The central location and the clutter tests
• The trailer and the live telecast tests
• The physiological and pupil dilation tests
• The galvanic and voice variations tests
• The combined recall test
• The recognition and depth interview tests
• The day after recall (DAR) test
• How to improve advertising effectiveness?

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.