Skills of Dealing with Mass Media and Planning Advertisement Campaigns and Measuring their Effectiveness
01-07-2024 - 05-07-2024 | 3300 | Abu Dhabi |
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Great advertising is inspired by insights about consumers and brands and how the two interact. The process usually starts with a client problem and ends with a solution for consumers. The effectiveness of advertising also depends on the capability of agencies to develop and manage advertising for a range of media and maintain message “cut through” over time. This is the concept of “campaign ability”. In this course we will examine international and local advertising campaigns and specifically campaigns that have built a strong brand relationship with consumers and achieved specific communication objectives. The role and function of strategic planners will be explored, including how they transform research data into strategic insights and then use these insights as the foundation for effective advertising campaigns. In this course you will be given the challenge of developing an advertising campaign in response to a client brief.
By the end of the program, participants will be able to:
· Describe field of marketing communications and explain the characteristics of successful campaigns (off-line and on-line).
· Compare and contrast disciplines of marketing and advertising, and explain the functions, characteristics, and activities involved within.
· Identify psychological factors that influence consumers and describe how these factors are assimilated into structure of effective campaigns.
· Define principles of integrated marketing communications (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses.
· Define advertising management process and explain how a company’s mission, products, and services impact its advertising programs.
· Describe criteria for creative, effective advertising and marketing messages, giving consideration to the message’s strategic purpose, intended media, aesthetic intent, and target audience.
Marketing staff and executives who wish to know more about the vital role that marketing communications play in organizations and their impact on brands and consumers. The program is also designed for anyone who wants to keep current on both conventional and digital marketing communication tools and strategies.
The Role of Promotion and the Marketing Mix
Event Management: Creating Company/Brand Exposure
Launching an Advertising Campaign
The Framework of Promotional Campaigns
Digital Marketing Campaign Strategies
A variety of methodologies will be used during the course that includes:
· (30%) Based on Case Studies
· (30%) Techniques
· (30%) Role Play
· (10%) Concepts
· Pre-test and Post-test
· Variety of Learning Methods
· Lectures
· Case Studies and Self Questionaires
· Group Work
· Discussion
· Presentation
This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.
Daily Course Timings:
08:00 - 08:20 Morning Coffee / Tea
08:20 - 10:00 First Session
10:00 - 10:20 Coffee / Tea / Snacks
10:20 - 12:20 Second Session
12:20 - 13:30 Lunch Break & Prayer Break
13:30 - 15:00 Last Session