Advertising & Promotions BBS202

Achieve advertising success! This course will firstly help you to understand the marketing world, then develop your marketing decision making skills, as well as your general marketing skills. Learn how to write and use effective advertising copy, and to plan and manage an appropriate promotional campaign for any product or service, in any industry Course Structure Upon enrolment, you will receive all of the materials that are essential to complete the course.

What you will do on this course

There are ten lessons in this course, each requiring about 10 hours work by the student. This course is designed as a program to first help you understand the marketing world, then to assist you in making decisions and developing skills in marketing. Emphasis is placed on profitability and efficiency!
The content of the ten lessons is outlined below:

1. Analysing the Marketalt
2. Target Marketing
3. Display and Display Techniques
4. Advertising and Promotions Strategy
5. New Product Development
6. Sales Techniques - General
7. Writing Advertisement
8. Electronic Marketing -Telephone & Email
9. Direct Mailing
10. Exhibitions & Shows

1. Analysing the Market - Scope and nature of Promotions and Marketing, Role of Marketing, Approaches to Marketing (The Production Approach: 1820sto 1910s, The Sales Approach: 1920s to 1960s, The Marketing Approach: Stage One 1960s to 1980s, The Marketing Approach: Stage Two 1980s to Present), Goals of Marketing, What makes people buy (Attitude, Defining attitudes, How attitudes form, Changing attitudes) Practical Applications (Strengthen an existing attitude, Develop a change in attitude, Increase involvement, Focus on changing several different attitudes toward a product, Message Evaluation & Selection, Message execution, What words sell, Deciding to Buy, Rational Decisions, Heuristic Procedures, Decision Making Process (Recognising a Problem, Seeking Information, Evaluating Alternatives, Purchase Processes), Understanding Communication (Types, Methods, Channels, etc), Managing the Marketing Process (Organising, Analysing, Select Targets, Develop the Mix, Managing the marketing Effort), Market Research (Types of research, Gathering data), Managing the Marketing Plan

2. Target Marketing -The Process of Identifying a Target Market, Micro marketing, Developing a Marketing Plan, Organising a Planning Process, Reviewing (Mission statement, Goals & Objectives), Establishing Market Objectives, Increasing Market Share, Expanding Product Mix, Broadening Geographic Range, Expansion through Export, Maximising Customer Service, Develop Objective Focussed Strategies, Increasing Market Share, Analysing Opportunities, External Influences (General economy, Government, Overseas, Demographics, Technology, Changing customer values, Competitor activity, Alternative marketing methods); Internal Influences (Resources, Market Share, Product characteristics, Advertising, Price, Financial capacity, Innovative potential); Selecting Target Markets Market Segmentation, Mass Marketing, Concentrated or Niche Markets, Differentiated Markets; Physical Basis for Segmentation, Behavioural basis for Segmentation, Developing a Marketing Mix (Product, Price, Promotion, Distribution), Brand Names, Symbols, Logos, Packaging, Positioning and Image, Providing warranties; Price (Pricing Objectives, Pricing Methods, Cost-Price margin, Competition based Pricing, List and Discount Pricing)

3. Display and Display Techniques - Channels of Distribution, Market Coverage (Intensive, Selective, Exclusive Distribution), Warehousing, Physical Distribution and Coverage, Inventory Control, Determining Emphasis within Marketing Mix, Product Life Cycle, Product Strategy, Shop Layout, Fixtures and Fittings, Space Available, Displaying Products for Sale, What Sells Best, Spacing, Quantity Displayed, Merchandising Suggestions, Stock Control, Merchandising Program, Signs, Signposting.

4. Advertising and Promotions Strategy - Promotional Element, Publicity, Public Relations, Forms of Advertising, Sales Promotion, Personal Selling Method, Promotion Principles, Scope of PR, Steps in Designing a PR Strategy (Set Advertising Objectives, Decide Advertising Budget, Decide Advertising Message, Decide Media to Use, Evaluate Advertising Effectiveness).

5. New Product Development - Product Line Decisions, New Products, Tracking Trends, Knowing Your Customers, Packaging, Cost-Benefit Analysis, Financial Forecasting, Project Revenues and Costs, Expenditure Breakdown, Revenue Breakdown.

6. Sales Technique - Promotion and Sales, Steps in the Sales Order, Understanding Persuasion, Materials of Persuasion (Know the Audience, Subject and Yourself, Influencing Opponents, Influencing Neutrals, Handling Criticism, Logical Persuasion); Questioning, Sales Staff Training, Theory of Helping, Strategies (Traditional Approach, Task Approach), Common Strategies for Staff Training and Teachin

7. Writing Advertisement - Purpose of Advertising, Writing an Effective Advertisement, Structure of an Ad, Importance of Colour and Size, Advertisement Creation (Develop Product Awareness, Provide Information, Develop a Desire, Develop Conviction, Differentiate Brand, Make a Decision), The Advertising Message, Message Generation, Combining Rewards and Experiences to design a message, Delivering the Message, Advertisement Creation Checklist, Verification and Proofing

8. Electronic Marketing -Telephone & Email Telephone Manner, Managing an Unmanned Phone, Internet Promotions ( Larger audience, Lower Conversion Factor, Different Etiquette, Different Cost Structures, etc), Netiquitte, Ways of Using Web, Web sites, Site Construction, Site Use, Emails)

9. Direct Mailing - Types of Direct Mailing (The Direct, The Informative. The Reminder, The Utility); Advantages, Disadvantages, Appropriateness

10. Exhibitions & Shows - Types of Exhibitions, Judging its Value, What can go Wrong, Catering for People Overload, Measuring Success, Organising an Event, Planning a Display.

Course Aims

• Analyse a market and understand what prompts people to choose one product or service over another.
• Determine the promotional effort on an identified target market.
• Explain how to organise and/or conduct displays.alt
• Plan an advertising program.
• Review a promotions campaign.
• Explain how to choose and develop marketing of new products and services.
• Explain how to organise and/or conduct promotions.
• Develop a sales approach for a product or service which has a difficult sales history.
• Plan a sales staff training program
• Develop different advertisements and different promotional leaflets or brochures
• Describe promotional and advertising techniques using electronic media, in particular the phone and the internet.
• Determine an appropriate direct mailing campaign.
• Design a show/exhibition stand
• Explain how to organise or conduct shows

Examples of tasks you might be asked to undertake

• Go shopping (your routine weekly shopping if you like). Take notice of how different sales staff communicate with you. Note the techniques they use (verbal & non verbal), and how effective they are. Note the type of impression they seem to be creating. When you come home, write down notes on your observations.
• Look through newspapers or magazines at advertisements or articles which discuss products offered for sale and find what you consider to be good examples of each of the following types of communication:

1. Verbal communication
2. Non verbal communication
3. Combination of verbal & non verbal communication together
4. Explain why you think these are good examples?

• Select a product or service which you would like to improve the marketing of. This might be something you are dealing with in your own business or a business you work for; or it might be something you think has potential -an idea you would like to develop into a business OR something another business is dealing with, but not handling as well as what you think they should be.
• Develop an advertising campaign for this product or service.
• You will need to select a method for determining an advertising budget, and then set that budget.
• You will then need to find out the costs of advertising in different places.
• You will then need to write advertisements for these various places. The campaign should be well targeted.

This course is designed as a program to help you firstly understand the marketing world; then assist you in making decisions and developing skills in marketing.

Learn how to write and use effective advertising copy, and to plan and manage an appropriate promotional campaign for any product or service, in any industry.