Beschreibung

Kursart

Kurs
Ort

London (Grossbritannien)

Dauer

2 Wochen

Upon completion of 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.

Standorte und Zeitplan

London (Grossbritannien)

Seven Pancras Square 7 King’s Boulevard Kings Cross London N1C 4AG - City of London - (London), N1C 4AG

Beginn

auf Anfrage

Hinweise zu diesem Kurs

An wen richtet sich dieser Kurs?

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 used by organisations.

Qualifikation

certificate

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Meinungen

Themen

Marketing Management
Marketing
Promotion
Public Relations
Media
Advertising
Sales
Sales Promotion
Communications
Sales Training
Public
Marketing Communications
Selling Skill
Marketing Communication
Marketing Strategy

Inhalte

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

Sponsorship

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
Licensing

Messages and Creativity

Message source
Structural elements in a message
Message appeals
Advertising tactics
The creative process
Message framing
Storytelling
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

Verwandte Kategorien

Kontakt

Advanced Marketing Communications

Fragen & Antworten

Meinungen

Themen

Inhalte

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