If marketing is about keeping compelling promises to target customers, advertising is often the way in which we communicate that promise.
In this training course, participants can learn the principles of great advertising and how to apply them in a collaborative cross-functional process. The course will cover all strategic and tactical aspects of advertising development from positioning and advertising strategy to writing a creative brief, evaluating creative, advertising production and evaluating advertising effectiveness. The course also touches on how advertising plays a role in the integrated marketing mix and how customer (or consumer in B2C) insights can power advertising execution and media choices.
- Objectives
- Outcomes
- Who should attend
- Why this course is unique
- Sample
What is the role of advertising in influencing customer behavior?What are the principles of making great advertising?The role of customer insights and positioning in guiding advertising?The role that advertising can play in an integrated marketing mix?How to write advertising objectives?How creative and media mix decisions influence each other?How to write and use a creative brief?How to apply customer insights in developing advertising?What is copy strategy and how to write it?How visualize benefits and develop creative concepts?What is the advertising production process?How to measure advertising effectiveness?How to best manage the advertising agency relationship?Gaining an in-depth understanding of the process and toolkit to develop effective advertising.Developing brand positioning and advertising objectives for their business.Product ManagersMarketing/Brand ManagersMarketing Communications ManagersWe will customize the course content for the unique challenges and context in your business.We provide a proven process and toolkit that places advertising development within the overall context of the end-to-end marketing process and integrates it with other elements of the marketing mix. The course relies on practical and battle-tested tools from some of the largest advertisers in the world such as P&G, Unilever, GE, DuPont and others.Fees and Course Length
$750/participant with a minimum class size of 25 participants. This fee structure assumes modest customization in emphasis and language. If your needs require substantial customization, we will provide a separate fee.
Course Length: 1 day
Return to Course List
