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ADVERTING AND PUBLC RELATION

STUDY AND CAREER DEVELOPMENT   

The Program is a good route to higher studies including in general management, business and administration, and in sales, marketing, global marketing and communications, media studies and related areas.

 The course is ideal for sales personnel, marketers, advertising and PR personnel and business people who are already employed in this field, and also for men and women looking to enter this interesting career area or set up their own businesses.  It is also a course for men and women wishing to gain promotion, in those career areas, or simply looking to increase managerial ability and skills in advertising and public relations.

All managers, entrepreneurs, business people and executives can benefit greatly from a good understanding of these twin areas and how to employ them best to gain success and good returns for their organisations. The range of career opportunities for skilled and trained advertising and PR personnel is wide and includes include sales, marketing, global marketing and communications, media studies, and more. The knowledge and understanding, techniques and approaches, gained from this informative and interesting Program will benefit anyone looking to gain a successful career in advertising, PR and the wider media, marketing and sales promotion environment.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

  • Advertising, advertisers and advertisements; the aims, features and types of advertising.
  • The importance of advertising to producers, vendors, consumers and the media.
  • Types of advertisers: individuals, business, others.
  • Markets, marketing, communication, media representatives.
  • Advertising media: print, broadcast, direct-mail, transit, cinema, radio, television.
  • Website design & production.
  • Speciality and point of sale advertising.
  • Features of media, and choosing the best options.
  • Advertising agencies: their functions, organisation, staff, departments.
  • Advertising agencies: the work performed in them; advertising executives and their duties.
  • Managing advertising and PR agencies: account groups, payments, revenues, fees.
  • Creating print, radio and television advertisements.
  • The advertising copy and the illustrated advertising message.
  • Copywriting – the process and considerations, style and effectiveness.
  • The principles and considerations of design and layout.
  • Creating and preparing radio and television advertisements; the types, the planning, the elements, the production.
  • Direct mail advertising; the types, aims and components.
  • Impact, persuasion and effective design of literature.
  • Public relations theory and practice: objectives, research, programmes, techniques.
  • Communication, goodwill and public opinion.
  • PR compared to advertising and sales promotions; PR and media management.
  • PR provision – internal PR departments, external PR consultancies, the advantages and management of both types.
  • The qualities needed of PR managers and staff; the main PR activities.
  • PR budgets, client accounts and account management, costs and billing clients.
  • PR programmes and advertising campaigns; analysing the situation and attitudes, deciding on priorities and the target audience, selecting the media and techniques to use, measuring the results.
  • Sales promotion – aims, features, methods, control and the promotional mix.
  • Promotions and their relation to advertising, and the role of personal selling.
  • Introducing new products; convincing consumers and commercial buyers.
  • The planning and operation of a full promotional campaign; strategy, targets, marketing activities, the PR angle.
  • Measuring PR and advertising effectiveness; pre- and post- advertising and PR measurements, techniques.
  • Social media, internet and web adverts and design, their development and effects.


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