Advertising and Promotion - MK 430

Course Objectives

We' re all sons of a (sales) pitch! In other words we belong to the advertising generation.
While we are knowingly or not consumer literate, this course aims at leading us backstage into the
seemingly esoteric gloomy thus ominous realm of those who are pulling the strings of people behavior.
And there, what do we find? No more fathers (of a pitch) than sons. Advertising agencies are bound to be efficient.
They don't feel content – if they have ever been – with just a memorable ad or a catchy jingle.
Ever-increasing accountability has lead to tremendous changes in advertising stakes: goals, targets,
techniques, measures…

Course Content

Introduction to mass & interpersonal communication, and advertising
The elements of effective advertising; its types and roles; the five players in the advertising world;
The evolution of the advertising industry and the current issues at face.
Advertising and Society: ethics, regulation and social responsibility.
Advertising and the marketing process.
The social issues advertisers face; The key ethical issues that affect advertising;
Advertising self-regulation
Advertisers' responsibility to society
Relation of advertising to marketing strategy and its tools.

The consumer audience. Account planning and research.
Consumer behavior andits relationship to advertising
S societal and cultural factors affect advertising and consumers.
Psychological influences on consumers
The purchase decision-making processT
he value of strategic and evaluative research.
The key objectives and methods of Research.
The factors that affect message development research
Advertising research challenges.
How advertising works. Advertising planning and strategy.
Advertising communication models
Message reception and response process
Key factors in brand communication
A advertising strategy and planning
Advertising plans and their key elements and their relationship to the marketing plan; describe the
The main parts of a creative platform and types of copy strategy.

Media planning and buying. Print media. Broadcast and interactive online media.
Media planners and media strategies
The process of staging a media plan
Print, broadcast, interactive and out-of-home media,
Sstrengths & weaknesses;

The creative side of advertising. Copywriting.
The Big Idea
Key elements in creative strategy
The key parts of a creative brief
Copywriting for print radio & Web ads, and TV commercials.

importance of visual communication
T the principles of layout and explain how
The art director and TV commercials
The critical steps in planning and producing broadcast commercials
The techniques of Web design.

Direct-response marketing. Sales promotion (SP).
Direct marketing and direct-response advertising
Evaluating various media that direct-response programs can use
T the use of various types of SP
Advertising spending on SP
Strategic use of promotions in marketing, brand building , new product launches, integration and effectiveness.

what IS public relations
Identify the most common types of PR programs
The key decisions in PR planning and the common types of PR tools
The importance of measuring the results of PR efforts.

Retail and Business-to-Business Advertising.
Retail advertising fundamentals
Media options for retailers;
B-to-B advertising objectives
Media used in business advertising.

International advertising.
The evolution of global advertising
International management and international advertising
A pproaches of international advertising
The special problems of international advertisers

The integrated campaign.
Integrated Marketing Communication (IMC) campaign
T the structure of an IMC campaign plan
The purpose of evaluating a campaign.

Recommended Text
Advertising Principles & Practice , Sixth edition, by Wells, Burnett & Moriarty. Prentice Hall Pearson Education International.

Further reading
Advertising for dummies by Gary Dahl. Hungry minds Publishing.
Ogilvy on advertising by David Ogilvy. Prion publishing