Advertising and Promotion Management notes – University notes

ADVERTISING AND PROMOTION MANAGEMENT

Subject content

INTRODUCTION TO ADVERTISING MANAGEMENT

  • Definition and types of advertising
  • Marketing and advertising
  • Importance and role of advertising and promotion
  • Functions of advertising
  • Other promotion tools
  • Summary
  • Review questions

ADVERTISING PLANNING PROCESS

  • Introduction
  • Steps in the planning process
  • Organizing the advertising department
  • Role of advertising manager
  • Advertising agencies
  • Summary
  • Review exercises

ATTITUDE AND MARKET STRUCTURE

  • Introduction
  • Attitudes and their formation
  • Information processing and attitude change
  • Market structure
  • Market segmentation
  • Choosing target segments
  • Competitive positioning
  • The advertising communication process
  • Review exercises

ADVERTISING OBJECTIVES

  • Introduction
  • Definition of advertising objectives
  • Importance of objectives
  • Types of objectives
  • Characteristics of good objectives
  • Summary
  • Review questions

BUDGET SETTING

  • Introduction
  • Budgeting approaches
  • Allocating the budget
  • Relationship between advertising and sales

MESSAGE STRATEGY

  • Introduction
  • Characteristics of successful message
  • Creative strategy
  • How to design advertisement (print)
  • Design principles
  • Creating TV commercial
  • Radio advertisements
  • Review questions

MEDIA DECISIONS AND STRATEGY

  • Introduction
  • Media planning and buying
  • Media strategy
  • Choosing among major media types
  • Advertising media
  • Television
  • Magazines
  • Review questions

ADVERTISING RESEARCH

  • Introduction
  • Definition and types of advertising research
  • Evaluating advertising effectiveness
  • Summary
  • Review questions

SOCIAL AND ECONOMIC EFFECTS OF ADVERTISING

  • Introduction
  • Social and ethical issues
  • Economic effects of advertising
  • Summary
  • Review questions

PUBLIC RELATIONS AND PUBLICITY

  • Publicity
  • Corporate advertising
  • Summary
  • Review questions

DIRECT MARKETING

  • Introduction
  • Major channels for direct marketing
  • Benefits of direct marketing
  • Drawbacks to direct marketing
  • Integrated direct marketing
  • Summary
  • Review questions

 

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