Advertising (Byte Size Skills Course)

Advertising Course
In this course we look in depth at Advertising, one of the main tools of contemporary marketing communications of the promotional mix.

After completing this course, you should be able to:
compare and contrast the different views about how advertising might work
evaluate the issues in designing and implementing advertising messages
understand the different types of media available for delivering advertising messages
appreciate the key issues involved in media selection and planning
apply the different approaches to evaluating advertising.
You will be required to read the following chapters from the textbook:
Marketing Communications: Contexts, Contents and Strategies, Chris Fill (1999) second edition, Hemel Hempstead: Prentice Hall Europe. This textbook is not included with the course and should be purchased or borrowed.

Chapter 13: Advertising: How it Might Work

Chapter 14: Advertising Messages

Chapter 15: The Media

Chapter 16: Media Planning - Delivering the Message

Chapter 17: Evaluating Advertising