COURSE OVERVIEW:

Advertising and sales promotions are two of the key components of a business, but they are distinct concepts that people often misunderstand.

Advertising is the process of expressing the qualities and advantages of your products and services, relative to the product and services that your competitors are offering. In most instances, businesses will use advertising as a means of expressing the unique selling proposition that makes their products and services superior to those that their competitors sell.

For example, Lexus advertises its luxury vehicles as having been created by the “relentless pursuit of perfection,” and BMW counters this message by touting its vehicles as “The Ultimate Driving Machine.” The main goal of advertising is to increase sales and to create branding opportunities that can pay off in the future.

Sales promotions are all about the short-term sales of products and services. Many companies push these promotions during specific periods when consumer demand is likely to be higher than normal. For example, the holiday season is a prime time for businesses to hold sales promotions, because customers are more primed to make impulse purchases. Sales promotions can include free trials for a limited time, discount coupons, and buy-one-get-one-free deals.

Adverting is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and encomium topic in any society.

Promotion may be defined as “the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service.” Promotion is most often intended to be a supporting component in a marketing mix. Promotion decision must be integrated and co-ordinated with the rest of the marketing mix, particularly product/brand decisions, so that it may effectively support an entire marketing mix strategy.

The first part of this course begins with explaining what advertisement is and is not. Then discusses the origin and development of advertising. Then examines the advertising planning framework.

The second part starts by examining the classification and types of advertising. Then explains the relationship between advertiser and advertising agency. Then discusses the process of setting advertising objectives. Finally, explains the steps involved in advertising budget.

LEARNING OUTCOMES:

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

• What is advertising promotion?
• What is sales promotion?
• The differences between advertising and sales promotions
• Adverting and the promotion mix
• The elements of the promotion mix
• The origin and development of advertising
• What advertisement is?
• The elements of advertising
• What is included in advertising?
• The messages included in advertising
• What are the activities excluded from advertising?
• The basic objectives of an advertising programme
• The importance of advertising
• How advertising can stimulate market demand?
• The classification and types of advertising
• The product – related advertising including: pioneering, competitive advertising and retentive advertising
• The public service advertising
• Advertising based on demand influence level
• The institutional advertising and product advertising
• Advertising based on product life cycle including: consumer and industrial advertising
• The trade advertising including: retail advertising and wholesale advertising
• Advertising based on area of operation including: national, regional and local advertising
• Advertising according to medium
• The advertising planning framework
• The three legs of advertising planning
• The advertising plan
• The external factors in the planning framework
• The advertiser and the advertising agency interface
• The advertising industry
• What is an advertising agency?
• What the advertising agency provides for the client?
• How to work with an advertising agency?
• The advantage of using agencies
• How to select an agency?
• How to get the best out of an agency?
• How to set advertising objectives?
• The steps involved in advertising budget
• The marginal analysis approach
• Advertising as a percentage of sales
• The objective and task approach
• The competitive parity approach
• The media brief
• The difficulties in selecting media types?
• Audience measurement
• The difficulty of cost comparisons
• The selection of individual media
• The advertising schedule

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”.