Training Course:Principles of Advertising and PromotionSchool/Trainer:Institute of Professional Education And Knowledge
Hong Kong, China
Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced
Course Description:
'' By completing this module, students should be able to:
i. Have a thorough knowledge of various advertising and promotion (A&P) tools;
ii. Establish an appropriate promotion objective and message strategy;
iii. Analyze the benefits of adopting a suitable promotion strategy towards a given marketing environment; and
iv. Develop a formal promotion strategy.
Content
1. A&P planning and decision making: communications/persuasion process; the advertising industry
2. Setting objective and marketing positioning: DAGMAR; segmentation strategy
3. Message strategy: associating feelings with the brand; developing brand personality; creating social norms and buying action
4. Message tactics 1: Attention, communication and interpretation; different creative approaches of rational, emotional and endorsers;
5. Message tactics 2: Creation stage of idea generation, copy testing; production and implementation
6. Media budget decisions: Media strategy; optimal frequency study
7. Direct marketing: players in direct marketing; media of direct response; managing a database
8. Sales promotion: consumer promotions; trade promotions
9. Public relations and publicity
10. Corporate advertising: Prestige advertising; advocacy advertising; corporate identity advertising
11. The regulatory and social environment: Advertising regulation
...''
Elements of this syllabus are subject to change.
Please go to the school's official website for training price and schedule:
http://www.peak.vtc.edu.hk/
Phone:2836 1922
School Address:
9/F, VTC Tower, 27 Wood Road, Wanchai, Hong Kong.
Jobs & Resumes: Hong Kong
Houses & Roommates: Hong Kong
Travel Agencies: Hong Kong
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