Advertising and Integrated Marketing Communications

What this subject covers

Lesson topics

1. Advertisement Development and Types of Advertising
2. Objectives, Functions and Roles of Advertising
3. Advertising and the Marketing Mix
4. Advertising Media: Types, Selection and Evaluation
5. Advertising Budgeting
6. Advertising Agencies
7. Advertising Management and Market Segmentation
8. Brand Building through Advertising
9. Integrated Marketing Communications: Definition, Tools and Challenges
10. Sales Promotion, Packaging and Exhibitions
11. Public Relations, Direct Marketing and Ethical Issues in IMC
12. Key Terminology in Advertising and IMC
13. Advertising Copywriting and Creative Strategy
14. Advertising Appeals: Emotional, Rational, Humour and Fear
15. Media Planning and Buying
16. Outdoor and Out-of-Home Advertising
17. Producing Radio and Television Advertisements
18. Advertising Research: Pre-testing and Post-testing Advertisements
19. Advertising Regulation and Self-Regulation
20. Digital and Social Media Advertising
21. Corporate Advertising, Image Building and Celebrity Endorsement
22. The Advertising Campaign Planning Process
23. Measuring Advertising Effectiveness and Return on Investment
24. Global versus Local Advertising Strategy
25. Sponsorship, Guerrilla Marketing and Advertising to Vulnerable Audiences