Advertising: Role, Forms and Strategy
- Selling propositions
- The use of emotionin advertising
- Types of advertising
- Using advertising strategically
- Consumer-generated advertising
Public Relations: Principles and Practice
- Public relations and relationship management
- Objectives of public relations
- Public relations: methods and techniques
- Media relations
- Forms of public relations
- The growth and development of sponsorship
- Sponsorship objectives
- How sponsorship might work
- Types of sponsorship
- The role of sponsorship in the communications mix
Direct Marketing and Personal Selling
- The growth of direct marketing
- The role of data
- Direct-response media
- The tasks of personal selling
- The role of social media in personal selling
- Strategic account management
Sales Promotion, Field Marketing and Brand Experience
- Sales promotion plans:the objectives
- Retention programmes
- Sales promotion: methods and techniques
- Range of field marketing activities
- Brand experience and events
Brand Placement, Exhibitions, Packaging and Licensing
- Characteristics and issues of brand placement
- Trade shows and exhibitions
- The communications dimensions of packaging
Messages and Creativity
- Message source
- Structural elements in a message
- Message appeals
- Advertising tactics
- The creative process
- Message framing
- User-generated content (UGC)
- Sourcing content
Media – Principles and Practice
- Media classification – by form
- Media classification – by source
- Media classification – by function
- Linear media
- Interactive media
Social, Search and Other Interactive Media
- Interactive media advertising
- Search engine marketing
- Social media
- Other forms of interactive media
Media Planning: Reaching Audiences
- The media mix
- Switching behaviour
- Vehicle selection
- Recency planning
- Media buying: the block plan and automation
- Media source effects
- Chief Communications Officers
- Marketing and communications directors, managers, executives and staff.
- Those who wish to understand how brands create communications and engage audiences in brand conversations.
- Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders.
- Those who wish to develop insights into the reasoning behind the marketing communications activities usedby organisations.
Upon completionof this course, you will be able to understand:
- The role that advertising plays in influencing our thoughts and behaviour.
- Advertising as an independent discipline.
- The use of selling propositions, and the role of emotion in advertising.
- Different types or forms of advertising.
- Ways in which advertising can be used strategically.
- Issues associated with consumer-generated advertising.
- The nature and characteristics of public relations.
- The main audiences to which public relations activities are directed.
- The role of public relations in the communications mix.
- Ways in which public relations works.
- Some of the main methods and approaches used by public relations.
- The nature and context of crisis management.
- How sponsorship activities have developed and the main characteristics of these forms of communications.
- Reasons for the use of sponsorship and the types of objectives that might be set.
- How sponsorship might work.
- The variety and different forms of sponsorship activities.
- Reasons why sponsorship has become an important part of the communications mix.
- Key characteristics of direct marketing.
- Different methods used to implement direct marketing.
- The significance of the database and Big Data in direct marketing and different direct-response media.
- Different types, roles and tasks of personal selling.
- The role and evolution of social media withinpersonal selling.
- Characteristics of strategic account management.
- The value and role of sales promotions.
- Ways in which sales promotion is thought to work.
- The merits of loyalty and retention programmes.
- Different sales promotion methods and techniques.
- Ideas associated with field marketing andrelated activities.
- Principles associated with brand experience.
- The concept and issues associated with brand placement.
- The differences and significance of exhibitions and trade shows.
- The main advantages and disadvantages of using exhibitions as part of the communications mix.
- The role and key characteristics of packaging as a form of marketing communications.
- Principles associated with licensing.
- The importance and characteristics of source credibility.
- Different ways messages can be constructed.
- Various ways in which advertising appeals canbe presented.
- How informational and transformational motives can be used as tactical tools in a communications plan.
- The role of creativity and how the creative process is managed.
- How message framing, storytelling and user-generated content are used in marketing communications.
- Three main ways in which media can be classified.
- Differences between linear and interactive media.
- Trends and primary characteristics of each type of linear media.
- Different characteristics associated with interactive media, and what interactive media enable people to do.
- Issues associated with multichannel campaigns and the role of media within a retailing context.
- The dynamics associated with direct-response media.
- How advertising can be used in an interactive context.
- Search engine marketing and the main features of both pay-per-click and search engine optimisation.
- Characteristics and value of marketing communications through social media.
- Characteristics associated with viral marketing, web logs and microblogging, podcasting, and online communities.
- Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
- Principles associated with media planning and the impact of media and audience fragmentation.
- Various theories concerning different media and related switching behaviours.
- Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT.
- The concept of repetition and the debate concerning effective frequency and recency planning.
- Planning issues related to interactive mediaand scheduling.
- Media source effects as an importance factor in media selection, placement and timing.
£4045 + VAT