Contemporary Advertising

Part 1 Advertising perspectives: the dimensions of advertising; economic, social and regulatory aspects of advertising; the scope of advertising - from local to global. Part 2 Crafting marketing and advertising strategies: marketing and consumer behaviour - the foundations of advertising; market segmentation and the marketing mix - determinants of advertising strategy; information gathering - inputs to advertising planning; marketing and advertising planning - top-down, bottom-up and IMC; planning media strategy - finding links to the market. Part 3 Integrating advertising with other elements of the communication mix: using direct marketing and sales promotion; using personal selling and public relations activities. Part 4 Creating advertisements and commercials: creative strategy and the creative process; creative execution - art and copy; producing ads for print, electronic and digital media. Part 5 Using media: using print media; using electronic media; using digital interactive media and direct mail; using out-of-home, exhibitive and supplemental media.