COURSE OVERVIEW:
Advertising plays an important role in our everyday life. It mainly determines the image and way of life and it has an impact on our thinking as well as on the attitude towards ourselves and the world around us. Advertising shows us ready forms of behaviour in a certain situation. It determines what is good and what is bad.
After manufacturing a product, a business still needs to sell it somehow. However, with so much competition on the market, doing it becomes impossible unless a company finds a way to let customers know about its existence. In other words, a successful business needs product advertising.
Advertisement is the most common and famous means of popularising a product. Through advertising, a manufacturer tries to reach an audience and highlight the positive aspects of a product and how it is beneficial for consumers. In other words, one can say that advertising is the art of informing people of a product or service and its benefits.
Product advertisement serves as an introduction to the product and spreads the word about the company. Once your customers are aware of the product, advertising is used to inform customers about its benefits. This will showcase it in the best way and generate a conversation that will increase customer awareness.
Another great way of promoting can be advertising to a target audience. This can help establish a better connection between the customer and the company. Although, it can be one of the biggest challenges to find and reach a target audience effectively, accomplishing this goal will help drive up the sales and the conversion.
This course characterises the role of advertising in effective product promotion, presents general characteristics of advertising and its mission and describes the basis of the organisation of promotional activities as well as how to evaluate the effectiveness of advertising campaigns.
The first part of this course examines the general characteristics of the nature of advertising, its classification, main types, functions, advantages and disadvantages. Then describes the planning process of advertising campaigns, how to organise them and how to choose the right time for the promotional activities. Also, discusses the advantages and disadvantages of having a separate advertising department or turning to a professional advertising agency. Then explains the product life cycle, its curves and stages, the effect of advertising on the product life cycle and examines the ways of organising advertising in each stage.
The second part discusses the spreading methods of advertising, the criteria that help you choose an appropriate medium, the main distribution methods and some of the sources of advertising. Then describes the impact of advertising on consumer buying behaviour and some of the psychology aspects and manipulation that can be found in advertising. Finally, examines how to evaluate the effectiveness of advertising campaigns and gives some examples of failed advertising activities.
LEARNING OUTCOMES:
By the end of this course, you will be able to understand:
· What is product advertising?
· Why is product advertisement important?
· The difference between product advertisements and institutional advertisements
· The role of advertisement
· The nature of advertising
· The seven main elements in the standard definition of advertising
· The advantages and disadvantages of advertising
· What does the law of advertising usually describe?
· Advertising by target market segmentation
· Advertising by target impact
· Advertising by distribution area
· Advertising by the way of transmission
· Advertising by the method of implementation
· Advertising by the method of impact
· Advertising by the method of addressing
· Advertising by the method of payment
· The main types of advertising including: brand advertising; commerce and retail advertising; political advertising; advertising with a feedback; corporate advertising; business advertising; public or social advertising
· The functions of advertising including: economical function; social function; marketing function; communicating function
· How to plan for an advertising campaign ?
· The organisation of an advertising campaign
· How to choose the time for promotional activities?
· Why advertisers usually prefer to create their own advertising department?
· Why other advertisers prefer to turn to advertising agencies?
· Advertising and product life cycle
· The concept and stages of product life cycle
· The types of product life cycle curves
· The effect of advertising on the product life cycle
· How to consider the deformation of the product life cycle curve?
· The goals and methods of advertising in each phase of the product life cycle
· What is meant by useless audience?
· The sources of advertising including: newspapers; magazines; outdoor advertising; radio, television and the internet
· The impact of advertising on consumer buying behaviour
· The psychology of advertising
· The manipulation in advertising
· The effectiveness of advertising
· The basic parameters of the advertising and information policy
· Examples of wrong advertising campaigns
COURSE DURATION:
The typical duration of this course is approximately 3-4 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”.