Course Description

Advertising and Promotion Strategies

Module 1: Advertising Principles

• Foundations of Advertising
• Advertising Objectives and Strategies
• Target Audience Identification
• Creative Brief Development
• Ethical Considerations in Advertising

Module 2: Integrated Marketing Communications (IMC)

• Understanding IMC
• Coordination of Marketing and Communication Strategies
• IMC Planning and Execution
• Measurement and Evaluation of IMC Campaigns
• Case Studies in Successful IMC

Module 3: Public Relations

• Role and Importance of Public Relations
• Building and Maintaining a Positive Image
• Crisis Communication and Management
• Media Relations in Public Relations
• Measurement of PR Effectiveness

Module 4: Copywriting

• Basics of Copywriting
• Crafting Compelling Headlines and Body Copy
• Tone and Style in Copywriting
• Copywriting for Different Media Channels
• Editing and Proofreading Techniques

Module 5: Media Planning and Buying

• Media Landscape and Trends
• Media Planning Strategies
• Budgeting and Negotiation in Media Buying
• Evaluation of Media Channels
• Adapting Media Plans to Target Audiences

Module 6: Creative Advertising

• The Role of Creativity in Advertising
• Ideation and Concept Development
• Visual and Verbal Elements in Creative Advertising
• Campaign Execution and Rollout
• Assessing Creativity’s Impact on Campaign Success