COURSE OVERVIEW:

Welcome to the Advertising Management Essentials course. This program will equip you with the skills and knowledge to understand how advertising works as a managed process, how it fits within the wider promotion mix, and how to plan, execute, and evaluate advertising activity in a structured and commercially focused way. Throughout this course, you will learn how to connect advertising decisions to objectives, audiences, media, competitive pressures, and measures of effectiveness so that campaigns are both creative and accountable.

This course begins by clarifying what advertising management is and how it relates to the broader concept of the promotion mix. It explains what the promotion mix consists of, examines the nature and scope of advertising, and outlines the core functions, objectives, and activities that advertising management must oversee. It also introduces the different dimensions of advertising, including ethical, informative, persuasive, and reminder advertising, and begins to show how these dimensions shape the way campaigns are designed and delivered.

The different forms and purposes of advertising are then explored so you can see how specific approaches support different marketing goals. This part of the course explains consumer and trade advertising and examines how advertising can be used for image building, positioning, and attitudinal change. It also looks at reinforcement and retention advertising, collective and cooperative advertising, end product and direct response advertising, and classified advertising, helping you understand when and why each type is used and how they contribute to both primary and selective demand.

The wider communication context for advertising is then examined to position advertising alongside other promotional tools. This part of the course explains the communication process in advertising and discusses the advantages and disadvantages of advertising compared with other elements of the promotion mix. It explores personal selling, sales promotion, publicity, and public relations, outlining their respective strengths and limitations, and clarifies the role of advertising within the promotion mix as a whole. It also introduces the customer and competition as key reference points, and shows how customer analysis and competitive analysis help explain how customers are affected by advertising and how rivals’ activity shapes strategy.

Advertising strategy, planning, and process management are then explored in detail so you can translate concepts into action. This part of the course defines what is included in the formulation of an advertising strategy, outlines the main advertising strategy alternatives, and explains the overall process of advertising from analysis to execution. It guides you through advertising campaign planning, including how to analyse market opportunity, define the target market, and set clear advertising objectives that link back to broader marketing and business aims.

Testing and improving advertising effectiveness are then examined to ensure that advertising is continually refined and evidence-based. This part of the course explains how to test for advertising effectiveness and introduces a range of pretesting methods, including central location and clutter tests, trailer and live telecast tests, physiological and pupil dilation tests, galvanic and voice variation tests, combined recall tests, recognition tests, depth interview tests, and the day after recall (DAR) test. It also considers how to interpret results and how to use insights from testing to improve advertising effectiveness over time.

By the end of this course, you will be able to explain the role of advertising management, describe the main types and purposes of advertising, and position advertising within the wider promotion mix alongside personal selling, sales promotion, publicity, and public relations. You will know how to analyse customers and competitors, formulate and plan advertising strategies and campaigns, select appropriate advertising types to meet different objectives, and apply a range of testing methods to assess and improve effectiveness. Most importantly, you will be equipped with a practical, integrated understanding of advertising management that will enable you to make more informed, accountable decisions about how advertising investment is planned, executed, and refined.

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.

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”.