Introduction to Advertising

Course review:

• What advertising can and can’t do
• Setting advertising objectives, identifying the right audience and structuring an appropriate campaign plan
• Advantages and disadvantages of a range of traditional and ambient media
• Using a rate card and booking space
• How to brief a creative and other suppliers
• How advertising agencies work; typical structure and key roles
• The key elements of an advertisement; headlines, body copy, straplines
• What makes messages effective; using features, advantages and benefits; positioning; the principles of AIDA
• Using a response mechanism
• Other useful tools and techniques