ADVERTISING & PROMOTING
Advertising promotes a product, service or event to its target audience. A target audience is the portion of the general public that products, services or events were created for to fill a desire or need in the marketplace.
Advertising and Promoting include a focus on ensuring a profitable sales strategy, and stimulating the appetite for a company's goods or services. In both cases, the marketing department generally has extensive involvement in advertising and promotional activities.
This online course will help you promote your business or products effectively as well as improve your ability to effectively train and handle sales staff; improve your targeted marketing; direct enquiries and much more.
Online education is cost-effective and time effective. Through distance education you can:
- Study from home, or in fact anywhere, from your PC, laptop, printed notes
- Study our online courses on a self-paced modular basis
- Interact with our highly qualified tutors to maximize your learning experience
- Study conveniently with 24 hour access
- Distance Learning Courses give you the freedom to study at your own pace, at the times of your choice
Attractive discounts apply for multiple course pathways [see our 'discounts and payment plan's page]
Lessons
There are 10 lessons in this course:
- 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
- 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 Focused 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)
- 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.
- 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).
- 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.
- Sales Techniques
- 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 Teaching
- 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
- 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
- Direct Mailing
- Types of Direct Mailing (The Direct, The Informative. The Reminder, The Utility)
- Advantages, Disadvantages, Appropriateness
- Exhibitions & Shows
- Types of Exhibitions
- Judging it’s Value
- What can go Wrong
- Catering for People Overload
- Measuring Success
- Organising an Event
- Planning a Display
Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.
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.
- 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
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