Advertising and Promotions

LEARN HOW TO PULL IN NEW CLIENTS Construct Powerful Marketing Messages

• Recognize how advertising and promotions fit into your overall business strategy and the marketing mix.
• Learn about the planning, executing, regulating, and evaluation procedures for campaigns.
• The instruments in your promotional campaign toolkit, including as events, printed marketing materials, free and paid advertising, incentive programmes, collaborative promotions, word-of-mouth marketing, networking, social media, etc., should be unpacked and put to use.

PLACE YOUR MESSAGES SO THAT THEY GET TO YOUR TARGET AUDIENCE.   

Lesson Structure

There are 10 lessons in this course:

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 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
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 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

• Analyze a market to discover what influences consumers to select one good or service over another.
• Establish the promotional strategy for a chosen target market.
• Describe the planning and/or running of exhibits.
• Create a marketing strategy.
• Examine a marketing effort.
• Describe the selection and development of marketing strategies for new goods and services.
• Describe the planning and/or execution of promotions.
• Create a sales strategy for a good or service with a troubled sales history.
• Create a plan for training salespeople.
• Create various ads and promotional flyers or brochures.
• Provide examples of marketing and advertising strategies that utilise electronic media, particularly the phone and the internet.
• Choose a suitable direct mailing strategy.
• Create a display or expo stand.
• Describe how to plan or run concerts.

What You Will Do

• EXAMPLES OF THE TASK YOU COULD BE ASKED TO COMPLETE
• Buy something (your routine weekly shopping if you like). Pay attention to how various salespeople interact with you. Take note of the verbal and nonverbal strategies they employ, as well as how successful they are. Take note of the impression they appear to be presenting. Make notes on your observations when you go home.
• Browse through advertisements or articles that discuss things for sale in newspapers or magazines to discover what you believe to be excellent examples of each of the following types of communication:
  • combining both verbal and nonverbal communication
  • Why do you think these are effective examples, please?
  • Choose a product or service whose marketing you would like to improve. This may be a problem you’re dealing with at your own company or one you work for; it could also be something you think has potential, like an idea you want to turn into a company, or it could be something that another company is dealing with but not doing as effectively as they should be.
  • Create a marketing strategy for this good or service.
• You must decide on a technique for calculating your advertising budget before setting it.
  • The next step is to research the costs associated with advertising in various locations.
  • Then you will need to create adverts for each of these locations. The campaign ought to have precise targeting. Please note that we don’t anticipate you to deliver a complex campaign. This may take more time than the entire course! Work on this project for no more than 10 hours, after which you will present what you were able to do. (You must not only learn how to put up a campaign, but you must also learn how to do so in a fair amount of time.)

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Get More Clients

Finding customers (or clients) and turning them into customers are essential for the success of any business (or organisation).

• The goal of PR and advertising is to draw in customers.
• The task of closing the potential customer into a deal subsequently shifts to the sales team.

Three things must be done in order to market any good or service:

1. Make potential clients aware of the services you provide.
2. Develop a relationship with prospective customers so that you become a go-to source for purchases from
3. Engage and close a deal.

Advertising can be used to accomplish the first goal. To achieve the second, PR is necessary. If you can’t close a sale, though, both points 1 and 2 are useless. Similar to how failing to attract customers and cultivate a positive attitude in those potential customers renders having the ability to make a sale useless.Finding and preparing potential consumers for the sale are the main topics of this course. Consider enrolling in our “sales skills” course as a continuation if you want to learn more about closing the transaction.Some marketing experts have specialised skills, such as the ability to solely sell, promote, or advertise. Some might have broader skills and be more of a jack of all trades.Small business entrepreneurs frequently find themselves forced to pursue careers in marketing. There could be a very good justification for taking this course. Some decide to work in marketing because they are interested in or excited about it (An equally valid reason for undertaking this course).Some people are more naturally suited to marketing than others in terms of personality. It’s possible to be excellent at advertising without being extremely gregarious, although many of the tasks involved in marketing and selling items could call for a forceful character and social personality.Not everyone has a good sense of self-promotion. When marketing campaigns are unsuccessful, businesses fail and disappear; when they are successful, they succeed and expand.Businesses fail more frequently because they can’t attract enough customers than because they can’t generate enough things (or services).Public relations and advertising have a straightforward goal. Gaining attention is the main goal of advertising. The goal of public relations is to create and reinforce a favourable consciousness. Even if people know you exist, it doesn’t necessarily mean they will think well of you. Nevertheless, when excellent public relations are combined with effective advertising, both awareness and reputation will grow. 

WHY ATTEND THIS COURSE?

Anyone who wants to grow their customer base, start a career in advertising and promotion, or add a useful marketing skill to their resume should take this course.

• Owners of businesses will have a better comprehension and awareness of how to make their company more apparent to prospective clients.
• Individuals with some marketing or sales experience or training may broaden and deepen their understanding of how to promote any kind of good or service.
• You will comprehend how to methodically create a marketing campaign that lowers the possibility of financial loss and raises the possibility of success.

Students who complete this course will view advertising and promotion differently. When you go about your regular life, you’re likely to notice advertising and promotions by other firms in a different way. You will see what others are doing to advertise their businesses and products, whether in broadcast or print media, shopping malls or exhibitions, and you will have a deeper understanding of what they are doing. You will keep in mind promotions that are effective and applicable to your particular circumstances. You will evaluate advertising when you see it and identify its strengths and weaknesses. 

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