Advertising & Promoting
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
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Further Details
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
Information provided is for information purposes only and no guarantees are made with regards to accuracy. It is advised that all details are checked prior to making a booking. Contents © 1999 - 2012. All rights reserved.
