Advertising

Learning Outcomes

On successful completion of this course, students will be able to: Analyze prove a successful marketing strategy and marketing strategy that failed; Explain Understand how & what we must do the role of advertising as part of the marketing Communication; Demonstrate the role of advertising as part of the marketing communication; Produce conclusions arising impacts for companies that advertise and society .

Topics

1. The Advertising Context
2. The Theoretical Background to Advertising: How Advertising Works The Nature of Communication Process
3. The Importance of Integrated Marketing Communication (IMC)
4. The Importance of Branding and the Advertising Contribution
5. Marketing Strategy and Analysis for Advertising
6. Agency Structures and the Client/Agency Relation
7. Analyses The Advertising Audience
8. The Role of Segmentation, Targeting and Positioning
9. The Contribution of Market Research
10. Defining Advertising Objectives and Strategy
11. Creative Strategy and Tactics in Advertising
12. Media Planning, Objectives, and Strategy
13. Other Areas of Advertising