Advertising and Promotions: Integrated Marketing Communications.

Why Advertising and Promotions Training?

Advertising and Promotions Training, you get acquainted with the various options that companies have in order to market their products. It takes you through the various forms of communication and media that can be used to reach out to the target audience. It throws light on various aspects of advertising, media and other forms of promotions.

Advertising and Promotions Training is ideal for all marketing professionals and students, media and advertising professionals and enthusiasts, entrepreneurs and brand managers of companies and students. The participant gets a good knowledge of how to market a product/brand using various tools.

The participant also gets a basic understanding of how advertising works and also what the available options are if he/she want to promote his/her company/brand/product, etc. It also acts as a base for any student aspiring to get into media marketing or advertising.

Highlights of Advertising and Promotions Training:

• Introduction to IMC (Integrated Marketing Communications) –

Explains basic concepts of marketing, Talks about the concept of IMC and the tools, describes the IMC planning process in detail, Case studies to understand IMC better.

• Role of IMC in the Marketing Process –

Explains the marketing strategy analysis, Target marketing with examples are highlighted, Market positioning and its strategies with suitable examples are given, Marketing program development, Distribution and pricing decisions in marketing, Promotional strategies and decisions.

• Understanding the communication process  –

basic communications model and explanation, Models of Consumer Response in Advertising like AIDA, Hierarchy of Effects, Models of Consumer Response in Advertising like Innovation Adoption and Information processing models, FCB Planning Model, ELM Model.

• Advertising Objectives –

Basics about advertising objectives, the DAGMAR Model for setting objectives.

• Structure of the Advertising and Promotions World –

Concepts like advertiser, ad agency, Centralised and Decentralised agencies, Functions of ad agencies, Types of ad agencies, Agency compensation and evaluation, specialised marketing agencies.

• Advertising and Creative Strategy Execution –

Fundamentals of an ad campaign, advertising process explained, advertising creativity, creative risks, creativity process, creative strategy development, approaches to creativity, Creative execution and appeals in advertising.

• Media Planning & Strategy –

basic media concepts, media planning steps, media planning process contd.

• Various forms of media –

print media – newspapers, newspaper classifications, newspaper advertising, newspaper and ad related terms, magazines and their pros and cons, today and tomorrow of print, broadcast media – Television, Players in TV industry, Tv Buying Methods, Measuring TV audiences, Radio Industry, Radio pros and cons, buying and costing in radio media, outdoor media, transit media.

• Unconventional and Support media –

sponsorships, merchandising, cinema advertising, branded entertainment, internet advertising.