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 completion of this short term marketing courses, you will be able to understand:
- 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 can be 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.
£2675 + VAT