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