Home | Courses | ICAL | Management Certification | International Certification Programme in Advertising Management.

International Certification Programme in Advertising Management.

By
Font size: Decrease font Enlarge font
International Certification Programme in Advertising Management.

Objective: The course fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC method

 

 

 

 

Part I: Integrated Marketing Communications: Processes, Brand Equity, and the Marcom Environment
 
Overview of Integrated Marketing Communications and the MarCom Process.

MarCom”s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable.
Ethical, Regulatory, and Environmental Issues in Marketing Communications.


Part II: The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting
MarCom Targeting.
MarCom Positioning.
MarCom Objective Setting And Budgeting.

Part III: Marcom for New Products, Store Signage, and Point-of-purchase Communications
Facilitation of Product Adoption, and Brand Naming and Packaging.
On- and Off-Premise Signage and Point of- Purchase Communications.

Part IV: Advertising Management

 Overview of Advertising Management:Messages, Media, and Measurement.
Creating Effective and Creative Advertising Messages.
Selecting Message Appeals and Endorsers.
Assessing Ad Message Effectiveness.
Planning for and Analyzing Advertising Media.
Using Traditional Advertising Media.
Employing the Internet for Advertising.
Using Other Alternative Advertising Media.

Part V: Sales Promotion Management, Marketing-oriented Public Relations, and Sponsorships

 Sales Promotion and the Role of Trade Promotions.
Consumer-Oriented Promotions: Sampling and Couponing.
Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods.
Marketing-Oriented Public Relations and Sponsorships.

Editor's Desk

The Power of Concentration to accomplish great things

Once Swami Vivekananda said that the power of the mind is like the rays of the sun when they are concentrated, they illumine. How a magnifying glass could burn a piece of paper, when the rays of the sun were focused through it on one point. The fire could only be ignited, when the sun's rays were concentrated on a small point. When the magnifying glass was moved too far away, or too close to the paper, the rays were not focused enough, and nothing happened. This experience, describes vividly, how the power of concentration works. It is a skill, ... Read More

  • Email to a friend Email to a friend
  • Print version Print version

Rate this article

0