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Advertising and Promotion

Module 1

Overview of Integrated Marketing Communications:

 

  • The Nature of Marketing Communications
  • The Marketing Communicator's Tools
  • Marketing Communications at the Brand Level
  • The Integration of Marketing Communications
  • A Definition of IMC        
  • Key Features of IM

Module 2

The Marketing Communications Process and Brand-Equity Enhancement:

 

  • A Model of the Marketing Communications
  • Decision-Making Process
  • Making Brand-Level MarCom Decisions
  • MarCom Implementation Decisions
  • MarCom Outcomes

 

IMC from the Customer's Perspective: Targeting, Communicating, and Persuading

Module 3

Positioning and Targeting for MarCom Efforts:

 

  • Brand Positioning            
  • Positioning via Product Attributes           
  • Positioning via Brand Benefits   
  • Targeting Customers and Prospects       
  • Demographic Targeting
  • Population Growth and Geographic Dispersion
  • The Changing Age Structure       
  • Online Focus: Purchasing Online Without a Credit Card  
  • Ethnic Population Developments             
  • Psychographic Targeting              
  • Geodemographic Targeting        

Module 4

The Communication Process, Meaning Creation, and Fundamentals of Consumers' Use of MarCom Information:

 

  • The Communication Process                      
  • Elements in the Communication Process              
  • Marketing Communications and Meaning
  • The Nature of Signs       
  • The Meaning of Meaning            
  • Meaning Transfer: From Culture to Object to Consumer               
  • The Use of Figurative Language in Marketing Communications  
  • Behavioral Foundations of Marketing Communications

Module 5

Persuasion in Marketing Communications:

 

  • The Nature and Role of Attitudes
  • What Is an Attitude!
  • Persuasion in Marketing Communications
  • The Ethics of Persuasion
  • Multiple Forms of Persuasion
  • The Influence Process: The Persuader’s Perspective
  • Message Arguments
  • Peripheral Cues
  • Receiver Involvement
  • Receiver's Initial Position
  • An Integrated Model of Persuasion
  • The Central Route
  • The Peripheral Route
  • Dual Routes
  • Practical Implications: Enhancing Consumer's Processing
  • Motivation, Opportunity, and Ability
  • Enhancing Motivation to Attend to Messages
  • Enhancing Motivation to Process Messages
  • Enhancing Opportunity to Encode Information
  • Enhancing Opportunity to Reduce Processing Time
  • Enhancing Ability to Access Knowledge Structures
  • Enhancing Ability to Create Knowledge Structure
  • Nose Knows
  • Tools of Influence: The Persuader's Perspective
  • Reciprocation
  • Commitment and Consistency
  • Social Proof
  • Liking
  • Authority
  • Scarcity

 

 

  Communicating New Products, Brand Naming, Packaging, and Point-of-Purchase Advertising

Module 6

MarCom's Role in Facilitating Product Adoption:

 

  • New Products and Marketing Communications
  • Product Characteristics That Facilitate Adoption
  • The Diffusion Process
  • Adopter Categories      
  • Managing the Diffusion Process              
  • Stimulating Word-of-Mouth Influence
  • Strong and Weak Ties  
  • Opinion Leadership      
  • What's the Motivation?              
  • Avoid Negative Information     
  • Creating "Buzz"              
  • Some Anecdotal Evidence

Module 7

Brand Names, Logos, Packages, and Point-of-Purchase Material:

 

  • Brand Naming
  • What Constitutes a Good Brand Name?
  • The Brand-Naming Process        
  • The Role of Logos           
  • Packaging           
  • Packaging Structure
  • Evaluating the Package: The VIEW Model
  • Designing a Package      
  • Point-of-Purchase Advertising  
  • The Spectrum of P-O-P Materials            
  • What Does P-O-P Accomplish? 
  • Functions Performed by P-O-P Materials             
  • Interactive Displays        
  • A Vital Result of P-O-P: Increased In-Store Decision Making        
  • The Impact of Displays on Brand Sales
  • The Use and Nonuse of P-O-P Materials

Advertising Management

Module 8

Overview of Advertising Management:

 

  • The Magnitude of Advertising and Ad-Investment Considerations           
  • Putting Matters in Perspective
  • An Investment in the Brand Equity Bank              
  • Advertising Functions and Process          
  • Advertising Performs Valuable Functions             
  • Managing the Advertising Process          
  • Setting Advertising Objectives  
  • The Hierarchy-of-Effects Framework     
  • Requirements for Setting Good Advertising Objectives
  • Is Sales (Versus Presales) an Appropriate Advertising Objective?
  • Budgeting for Advertising           
  • Advertising Budgeting in Theory
  • Budgeting Considerations in Practice     
  • Practical Budgeting Methods

Module 9

Creative Advertising Strategy:

 

  • The Relationship Between Client and Advertising Agency
  • The Role of an Advertising Agency
  • Advertising Agency Organization
  • Agency Compensation
  • Creating Effective Advertising
  • The Role of Creativity
  • Achieving Advertising Impact
  • IMC Focus: Absolutely Brilliant!
  • Advertising Plans and Strategy
  • A Five-Step Program
  • Constructing a Creative Brief
  • Alternative Style of Creative Advertising
  • Unique Selling-Proposition Strategy
  • Brand Image Strategy
  • Resonance Strategy
  • Emotional Strategy
  • Generic Strategy
  • Preemptive Strategy
  • Means-End Chaining the Method of Laddering as Guides to Advertising Strategy formulation    
  • The Nature of Values    
  • Which Values Are Most Relevant to Advertising
  • Advertising Applications of Means-End Chains:
  • The MECCAS Model       
  • Determining Means-End Chains: The Method of Laddering         
  • Practical Issues in Identifying Means-End Chains              
  • Corporate Image and Issue Advertising
  • Corporate Image Advertising     
  • Corporate Issue (Advocacy) Advertising

Module 10

Endorsers and Message Appeals in Advertising:

 

  • The Role of Endorsers in Advertising      
  • Celebrity Endorsers       
  • Typical-Person Endorsers            
  • Endorser Attributes: The TEARS Model
  • Endorser Selection Considerations: The "No Tears" Approach    
  • The Role of Q-Ratings   
  • The Role of Humor in Advertising             
  • The Use of Appeals to Consumer Fears
  • Fear-Appeal Logic           
  • Appropriate Intensity   
  • The Use of Appeals to Consumer Guilt  
  • The Use of Sex in Advertising    
  • What Role Does Sex Play in Advertising?              
  • The Downside of Sex Appeals in Advertising
  • Subliminal Messages and Symbolic Embeds        
  • A Challenge       
  • The Functions of Music in Advertising    
  • Music's Role at the Point of Purchase    
  • The Role of Comparative Shopping         
  • Is Comparative Shopping Advertising More Effective?   
  • Considerations Dictating the Use of Comparative Advertising      

Module 11

Assessing Ad Message Effectiveness:

 

  • What Does Message Research Involve?
  • Idealism Meets Reality in Advertising Research
  • Measures of Recognition and Recall
  • Starch Readership Service
  • Bruzzone Tests
  • Burke Day-After Recall Testing
  • Measures of Physiological Arousal
  • The Galvanometer
  • The Pupillometer
  • Measures of Persuasion
  • The ARS Persuasion Method
  • Measures of Sales Response (Single-Source Systems)
  • IRl's Behavior Scan
  • Nielsen's SCANTRACK

Module 12

Traditional Advertising Media:

 

  • Out-of-Home Advertising
  • Billboard Advertising
  • Buying Out-of-Home Advertising
  • Outdoor Advertising's Strengths and limitations
  • Newspapers
  • Buying Newspaper Space
  • Newspaper Advertising's Strengths and limitations
  • Magazines
  • Buying Magazine Space
  • Magazine Advertising's Strengths and limitations
  • Magazine Audience Measurement
  • Radio
  • Buying Radio Time
  • Radio Advertising's Strengths and limitations
  • Radio Audience Measurement
  • Television
  • Television Programming Day parts
  • Network, Spot, Syndicated, Cable, and Local Advertising
  • Television Advertising's Strengths and limitations
  • Infomercials
  • Brand Placement in Television Programs
  • Television Audience Measurement

Module 13

Alternative Offline Advertising Media and Mass Online Advertising:

 

  • Alternative Offline Advertising Media
  • Product Placements in Movies
  • Video Advertising
  • Virtual Signage
  • CD• ROM Advertising
  • Some Additional Alternative Media
  • Yellow-Pages Advertising
  • Mass Online Advertising
  • The Two I's of the Internet: individualization and interactivity
  • The Internet Compared with Other Ad Media
  • Internet Advertising Formats
  • Measuring Internet Ad Effectiveness
  • Profiling and Targeting Internet Ad Recipients

Module 14

Offline and Online Direct Advertising:

 

  • Database Marketing and Data Mining
  • Database Assets
  • Lifetime Value Analysis
  • Mailing Lists
  • The Practice of Data Mining
  • P-Mail Advertising
  • What Can P-Mail Accomplish?
  • Who Uses P-Mail Advertising?
  • Why the Trend Toward P-Mailing
  • The Special Case of Catalogue Marketing
  • Email Advertising
  • Opt-In Emailing Versus Spam
  • The Virtues of Email Advertising
  • Acquiring Opt-In Lists
  • The Special Case of Wireless Email Advert

 

 

Module 15:

Media Planning and Analysis:

 

  • Selecting the Target Audience
  • Specifying Media Objectives
  • Reach
  • Frequency
  • Weight
  • Continuity
  • Cost Considerations
  • Trade-offs, Trade-offs, Trade-offs
  • Media Planning Software
  • Hypothetical Illustration

 

 

Sales Promotion Management, Marketing-Oriented Public Relations, and Sponsorships

Module 16

Overview of Sales Promotion Management:

 

  • What Exactly Is Sales Promotion?
  • Promotion Targets
  • Increased Budgetary Allocations to Promotions
  • Factors Accounting for the Shift
  • Sales Promotion Capabilities and Limitations
  • What Promotions Can Accomplish
  • What Promotions Cannot Accomplish
  • What Generalizations Can Be Made About Promotions
  • Promotion Dealing Is Not Always Profitable
  • Consumer Responsiveness to Promotional Deals
  • Profit Implications for Each Consumer Segment

 

Module 17

Trade-Oriented Sales Promotion:

 

  • Introduction to Trade Promotion
  • Types of Trade Promotions
  • Trade Allowances
  • Major Forms of Trade Allowances
  • Forward Buying and Diverting
  • Efforts to Rectify Trade Allowance Problems
  • Efficient Consumer Response (ECR)
  • Category Management
  • Everyday Low Pricing (EDLP)
  • Pay-for-Performance Programs
  • Account-Specific Marketing
  • Cooperative Advertising and Vendor Support Programs
  • Cooperative Advertising
  • Vendor Support Programs
  • Trade Contests and Incentives
  • Trade Shows

Module 18

Consumer-Oriented Promotions:

 

  • Brand Management Objectives and Consumer Rewards
  • Classification of Promotion Methods
  • Sampling
  • Major Sampling Practices
  • How Effective Is Sampling?
  • When Should Sampling Be Used?
  • Sampling Problems
  • Couponing
  • Couponing Background
  • Point-of-Purchase Couponing
  • Mail- and Media-Delivered Coupons
  • In- and On-Pack Coupons
  • Online Couponing
  • The Coupon Redemption Process and Misredemption
  • Premiums
  • Free With Purchase Premiums
  • Mail-in Offers
  • Phone Cards
  • What Makes a Good Premium Offer?
  • Price-Offs
  • FTC Price-Off Regulations
  • Bonus Packs
  • Rebates/Refunds
  • Phantom Discounts
  • Rebate Fraud
  • Sweepstakes. Contests, and Games
  • Continuity Promotions
  • Overlay and Tie-In Promotions
  • Overlay Programs
  • Tie-In Promotions
  • Retailer Promotions
  • Evaluating Sales Promotion Ideas
  • A Procedure for Evaluating Promotion Ideas

Module 19

Marketing Public Relations and Sponsorship Marketing

 

  • The MPR Aspect of General Public Relations
  • Proactive MPR
  • Reactive MPR
  • The Special Case of Rumours and Urban legends
  • Sponsorship Marketing
  • Event Sponsorships
  • Cause-Related Marketing

 

 

External pressures on Marketing Communications

 

Module 20

Regulatory, Ethical, and "Green" Issues in Marketing Communications

 

  • When Is Regulation Justified?
  • Regulation of Marketing Communications by Federal Agencies
  • Regulation of Marketing Communications by State Agencies
  • Advertising Self-Regulation
  • Ethical Issues in Marketing Communications
  • The Ethics of Targeting
  • Ethical Issues in Advertising
  • Ethical Issues in Public Relations
  • Ethical Issues in Packaging
  • Ethical Issues in Sales Promotions
  • Ethical Issues in Online Marketing
  • Fostering Ethical Marketing Communications
  • Green Marketing Communications
  • Green Marketing Initiatives
  • Guidelines for Green Marketing

 

 

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