Advertising and Promotions

Advertising and Promotions

In this course, you will explore advertising and promotions. You will start with an introduction to integrated marketing communication (IMC), and then will move on to examine the promotion industry. From there, you will examine the history of promotion and branding, as well as the processes of segmentation, targeting, and positioning. You will also learn about buyer behavior and the communication process, as well as the regulatory and ethical environment of promotions. You will examine the international market environment for brand promotion, messaging and media strategies, the internet, and direct marketing. You will also explore sales promotion, sponsorships, and product placements. Finally, you will take a closer look at public relations, corporate advertising, and personal selling.

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Learning Objectives/

  1. 1.1 Describe integrated marketing communication.
  2. 1.2 Discuss the communication model.
  3. 1.3 Explain different methods of classifying audiences that align with specific mass marketing techniques.
  1. 2.1 Describe important trends in the promotional industry.
  2. 2.2 Differentiate between advertising and promotion.
  3. 2.3 Illustrate the role media organizations play in IMC campaigns.
  1. 3.1 Recall the history of promotion from pre-industrialization to modern day.
  2. 3.2 Explain the blending of integrated marketing communication with branded entertainment.
  1. 4.1 Discuss how to organize customers along segmentation lines.
  2. 4.2 Evaluate potential customers in a segment to determine a target.
  3. 4.3 Describe a product position for a selected segment.
  1. 5.1 Differentiate between the stages of the consumer buying process.
  2. 5.2 Evaluate the factors which affect consumer behavior and the branding communication process.
  1. 6.1 Describe ethical considerations in developing brand promotion campaigns.
  2. 6.2 Recognize the regulatory forces influencing branding.
  3. 6.3 Explain the importance to marketers of self-regulation.
  1. 7.1 Describe the cultural barriers which can affect the communication process.
  2. 7.2 Identify the challenges of implementing IMC in an International environment.
  3. 7.3 Explain the advantages and disadvantages of a global versus a local promotional campaign.
  1. 8.1 Explain the characteristics of an advertising agency’s creative department
  2. 8.2 Describe the advantages and challenges of using teams to promote creativity in an IMC.
  1. 9.1 Describe the Internet’s role in integrated marketing communication (IMC).
  2. 9.2 Explain how the Internet can be used for promotional messaging.
  3. 9.3 Discuss the future of IMC and the Internet.
  1. 10.1 Identify direct marketing tools utilized in an IMC plan.
  2. 10.2 Describe the advantages and disadvantages of direct marketing.
  1. 11.1 Describe the roles and tools of sales promotion techniques.
  2. 11.2 Compare and contrast sales promotion techniques for the consumer and business markets.
  1. 12.1 Identify the branding technique of event sponsorship.
  2. 12.2 Discuss product placement as a branding tool.
  1. 13.1 Identify the objectives and goals of public relations as part of the IMC strategy.
  2. 13.2 Critique PR tools and how they are applied to an overall IMC strategy.
  3. 13.3 Explain the characteristics and objectives of corporate advertising and how it aligns with the IMC strategy.
  1. 14.1 Describe the objectives of a personal selling strategy
  2. 14.2 Identify examples of personal selling and how it is part of the IMC strategy.

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